Direct Mail

Postal Address Deduplication

By 16 April 2023April 15th, 2024No Comments
address data management system

Address Deduplication And Why You Need It To Ensure Data Quality Effectively?

Most of us have imagined how cool it would be to have an identical twin or a clone of ourselves. Having a copy of ourselves could make life a lot easier for us. As a working adult, the first thought on a person’s mind is probably to send the clone off to work so they can finally have some ‘me’ time.

address data management system

On the other hand, the fun part does not extend to the others around a pair of twins. Let’s say you somehow find your duplicate and send them to work while you stay home and chill. The clone likely has no idea what to do at work and the company suffers the loss.

It doesn’t sound like much fun now, does it? Businesses face a similar problem when it comes to duplicate data. You might even say that the problem is worse in the case of twin or duplicate data. Having duplicate address data could lead you down a rabbit hole at the end of which you lose your money, time, and resources.

“Poor or bad marketing data can cost businesses up to $611 billion yearly” – Cognitive SEO.

However, there is a way out of this unnecessary loss to your business, called address deduplication. Here, we discuss the benefits of address data deduplication services and how they can save your business from problems caused by duplicate addresses.

What is Postal Address Deduplication?

Deduplication involves identifying duplicate or redundant information in a data set and merging the information. It is also worth noting that the two data sets refer to the same real-world entity in a deduplication process.

As you can guess, address deduplication involves the process, except the information you handle consists only of address data. And the thing about address data is that they can often contain records slightly different from each other.

It is not uncommon for people or places to have more than one name or variation of the same name. There is also the chance that you write the words of people and places differently. Additionally, abbreviations and misspellings are reasons for using address deduplication for business communication. Take a look at the following two addresses, for example.

Mr. John Wick, 3353 Walkers Ridge Way, Chicago, IL Illinois, 60631

Mr. Jon Wik, 3353 Walkers Ridge Way, Chicago, IL, 60631

Here, we have two addresses with some variable data. Using address deduplication, you can get the standardized address for your business. But, how do you know which of the two addresses is the more accurate?

Deduplication of addresses is not just about combining similar data sets. It also matches the address you have with a reference address data set. USPS's official address database is the most reliable address database for normalizing the name and address data. Hence, your safest bet is to use an address deduplication solution that can access the USPS address database.

Identifying And Eliminating Duplicate Addresses

The primary purpose of address deduplication is to identify and eliminate duplicate addresses. Sometimes, the rate of duplicate data in a database can be as high as 20 to 30%. Imagine how badly your marketing and communications effort could derail if 30% of the database is duplicate data.

Duplicate data can lead to many problems, including wasting money, time, and resources. Hence, it is vital to have an address deduplication solution like PostGrid to eliminate bad-quality data from your database.

3 Ways Duplicate Data Is Hurting Your Business In The Real World

Remember the Spider-Man movie where a cute black little gooey thing takes over Peter Parker and messes up his whole life? Duplicate data is a lot like that. It may seem harmless at first sight, but it slowly starts to infect your database and bring down the effectiveness of your marketing and sales efforts. And the only efficient solution to this problem is to use address deduplication.

Here are some ways duplicate data hurts your business in the real world.

1. Wasting Of Your Marketing/Communication Budget

Different organizations use address data in different ways. Some used it to send marketing materials like postcards, brochures, etc. In contrast, others use it for regular communications like invoices, billing statements, etc. And regardless of how you use the address data, you would still need to dedupe records.

You might send ten marketing or communication mail when you only need to send 7. In other words, you waste money, time, and resources by sending three additional mail. Not to mention, you also risk customer relationships by accidentally spamming their mailbox.

2. Duplicate Data Affects Personalization

Personalization is a must for every marketing and communication effort of a company, mainly because the customer expects it. And most advanced automation systems, including direct mail automation solutions, use your CRM data for personalization. Having a duplicate address can only mean trouble to you in this situation.

A whopping 77% of consumers are willing to spend more on products and services if the experience it offers is more personalized. Would you be confident enough to implement full personalization for your business without ensuring the quality of your database? However, you can confidently go about personalization once you dedupe a record for your business.

One of the common reasons for duplicate data is that you collect user data at different stages in the buying cycle. But the more important thing to note here is that the marketing messages for each step are different. You don't want to send a welcome postcard to a customer who is a repeat customer. And using postal address deduplication helps you avoid such mishaps.

3. Negative Influence On Data-Backed Decisions

Becoming a data-driven business is the dream of every company. Using data and analyzing them enables you to make more profitable business decisions and contribute heavily to your ROI. You don't need us to tell you the role of accurate and reliable customer data in making data-backed decisions. The role of address deduplication in this situation is self-explanatory.

Why Should You Use PostGrid's Address Deduplication Tool Clean Your Address Database?

PostGrid offers one of the best address verification and deduplication services. It comes with CASS certification, which means it uses USPS's official address database for address deduplication. That's not all. It also includes HIPAA, SOC 2, and GDPR compliances. In other words, your customer data is practically unbreakable.

Some of the other benefits of using PostGrid's address verification solution as your address deduplication software include the following.

As you can see, PostGrid's address verification solution is much beyond address deduplication. Here is something one of our clients in the healthcare industry has to say about PostGrid's solution.

“Our address database includes data from multiple patients, clinical records, and providers. And o top of it, we had to combine them all into one. Redundant addresses and varying formats were an everyday happening and our biggest challenge. PostGrid's fast and reliable address standardization API fixed all these issues.”

As you can see, PostGrid is not merely an address verification service. It is an optimized tool to help your business with marketing and communications efforts. It helps you with everything from postal address deduplication to resting personalized marketing materials for your business.


Keeping duplicate address data in your customer database can waste your company's time and money. And if worse comes to worst, it can even reduce your overall ROI. Hence, it is crucial to dedupe records for your business organization.

Consider using an advanced address verification and deduplication solution like PostGrid to streamline your business operations. With an advanced address deduplication service like PostGrid, you can ensure optimal marketing and communication efforts for your business.

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