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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.
Database and Address Accuracy Primer
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.
We provide a diverse range of solutions and services to help support you in all your direct marketing needs. Take a moment to browse through our various solutions. We’re sure you’ll find something that is right for you!
Based on 15 years of experience, our knowledge base is full of helpful hints, packaging concepts, real-world case files, reference documents and more, all available to help you make the most of your direct marketing efforts.
Sometimes it's nice to know the difference in postage costs between Lettermail and pre-sorted Addressed Admail. Use our Admail Savings Calculator to satisfy your curiosity or to see if a Phantom mailing might make sense.
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The Highland Marketing Blog is a forum through which we can share our extensive experience in the direct marketing world. Many of the entries that touch on using postal services will focus on the Canadian postal system. However, many of the other entries will focus on concepts of design and packaging, and are applicable for all direct marketers.
Click here to visit the blog. We hope we can help!
For your convenience, we have provided a link to Canada Post's free, online Postal Code Look-Up utility. It is simple and easy to use. Just fill in the address information and press the "submit" button. The utility will then process the information and return the corresponding postal code, so long as the information provided is that of valid Canadian address.
Click here to search for a postal code.
The Gotcha Gang is a fictitious group of “rogues” created by Highland Marketing in order to represent the often-unpleasant effect of direct marketing decisions that result in paying excess postage or labour costs, or which ultimately minimize opportunity.
Click here to read about their adventures and learn how protect yourself from the sting of the Gotcha Gang!
