Most marketers know the importance of database quality in generating successful direct mail campaigns, and are familiar with the basic services involved in database hygiene - ZIP+4, delivery point validation (DPV), National Change of address software (NCOALink) and duplicate elimination, to name a few. What may not be so familiar, however, is that greater value — in the forms of improved delivery rates and increased ROI — can be realized from these services if you go beyond the basics.