In 2001, Highland Marketing was pleased to release the first edition of the Database and Address Accuracy Primer, written by president, Dave Ward. With the imminent changes to Canada Post's Address Accuracy program, back in 2001, we prepared this document as an aid to help Canadian mailers improve their overall address accuracy as well as assist in effective structuring of their marketing databases.
Today, we are pleased to release the second edition. The basic information remains the same, but the layout has been revamped and the content slightly reworked to better reflect the current landscape of direct marketing in Canada.
This primer is available for download free of charge to all Highland Marketing customers.
The Database and Address Accuracy Primer is divided into five chapters, under the following headings:
- Canada Post's Address Accuracy Program
- Guidelines for the Mailing Address
- Addresses and Postal Codes – What You Don’t Know Could Hurt You
- Database Considerations for Effective Marketing and Address Accuracy
- Personalized Letters
It also includes an appendix full of useful tables. All told, this document will not only help you get a better handle on the accuracy of your address data, it will also give you a stronger understanding of Canada Post’s addressing standards, and of how to design and maintain your mailing database.
