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Getting the most out of your mailing lists

Are Bad Addresses Sabotaging Your Mailings?

Agenda

What is UAA mail?

What are the costs?

Building an address quality process

Additional resources

Selling address quality

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What is UAA Mail?

Undeliverable-As-Addressed (UAA) means the mail piece cannot be delivered to either the address or the recipient shown on the mail piece and must be:

• Forwarded to a new address

• Returned to sender

• Disposed as waste

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Forward23.1¢ / pc.1.055 Billion pieces$244.1 Million

Waste6.1¢ / pc.4.233 Billion pieces$257.6 Million

New Address

Return51.4¢ / pc.1.496 Billion pieces$768.9 Million

Original Address

Mailer

6.784 Billion pieces

$1.271 Billion

UAA Mail is Still Common

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What Happens to UAA Mail?

• First-Class Mail®

– Moved addresses forwarded (for 13 months)

– Remainder are returned-to-sender

• Standard Mail®

– Discarded!

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Mail Costs

• Take a step back…what are the obvious costs?– Printing, paper and labor

– Postage

– Any return service and address correction fees

All JUST mailing-related costs

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Calculating Costs

UAA Result Cost to USPS Cost to Mailer

Return 51.4¢/ea. Original postage + cost of mailer + any return service and address correction fees

Discard 6.1¢/ea. Original postage + cost of mailer

Forward 23.1¢/ea. Original postage + cost of mailer + any address correction fees

Return service and address correction fees are dependent on the mailing class and service type selected.

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Let’s Do The Math

As an example, let’s say you mail 10,000 pieces – Each piece costs $1.50 to print and mail

– 2,200 are undeliverable records

$1.50 x 2,200 = $3,300 wasted

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Wasted Budget

Deliv-erable

$11,700 78%

Undeliverable $3,300 22%

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Exclude Bad Records, Improve ROI

All Records Just Deliverable Records

$15,000

$11,700

$20,000 $20,000

$5,000

$8,300

Mailing Cost Total Sales Net Gain

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Breaking Down UAA*

Missing/Incorrect Directionals

Missing/Incorrect City/St/ZIP

Rural/Highway Contract Box Numbers

Missing/Incorrect Street/Numbers

Missing/Incorrect Apt/Ste Numbers

Other (Deceased, Illegible, Unclaimed, etc.)

Move Related

0.1%

0.13%

0.80%

4.40%

5.20%

13.60%75.80%

Based on a 9.7 Billion UAA Volume, Christensen UAA Study 2004 (All Classes)*Source: USPS® NPF 2006 List or Lemon Presentation

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Constantly Changing Data

*Source: U. S. Census Bureau

40,093,000 annual moves

*2.5 million businesses that filed a COA not included

More than 2.5 million deaths occur in the US every year

Over 1 million new delivery points added each year

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Solutions to Ensure Address Quality

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CASS and DPV

• Verify or correct street names

• Ensure accurate ZIP+4® code and Carrier Route

• Validates accuracy of street and apartment/suite numbers

• Identify vacant addresses

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Solutions to Ensure Address Quality

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SuiteLink and AEC / AEC II

• SuiteLink appends suites for known businessesFree with CASS software

• AEC uses USPS algorithms to find more matches$21 per 1,000 records

• AEC II uses Delivery Force Knowledge™ to resolve addresses$0.32 per corrected/resolved address

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Solutions to Ensure Address Quality

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Use NCOALink Before Mailing

• Update source data before printing

• Automatically “links” several moves together

• 3 “flavors” of NCOALink available:– Limited Service Provider (LSP)

18 months of move data

– Limited with ANKLink

18 months of move data, identifies moves 18-48 months ago

– Full Service Provider (FSP)48 months of move data

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Use ACS™ After Mailing• Traditional ACS™– Manual Return

• Electronic – Traditional ACS™ – delivered via Electronic

Product Fulfillment (EPF) account

– OneCode ACS® – delivered via EPF

– Full-Service ACS™ – delivered via PostalOne!® after the records are associated to qualified mail pieces in eDoc

– Single Source ACS™

*Source: USPS® Keeping it Simple Presentation

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Dealing With UAA After Mailing

Address Service Requested

Change Service Requested

Return Service Requested

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What Hasn’t Been Corrected?

The USPS address correction data set has:– No names

– No apartment numbers

– No other types of appends

The NCOALink service requires an exact match

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Hidden Moves

• Some people don’t provide a forwarding address

• 20 – 30% don’t report anything to USPS®

– It’s not required by law

– They forget, don’t care or don’t want to be found

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Leverage Additional Resources

An ECOA service compiles moves from magazines, utilities, etc.

Locate people who haven’t filed their move with USPS®

Complete residential addresses to reach more people on your target list

Append Apartment Numbers

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Leverage Additional Resources

Uses Social Security Administration Data

Identify the deceased

Focus on reaching the people who are receptive to receiving your message

Flag those on the “Do Not Mail” Database

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Geocode

Improve the effectiveness of your direct marketing campaigns with more targeted

campaign lists

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Calculating Opportunity Costs

Back to our 2,200 undeliverable records

What if you could reach these contacts?

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Correct Records, Improve ROI

All Records Just Deliverable Records

Correct More Records

$15,000

$11,700

$15,000

$20,000 $20,000

$25,641

$5,000

$8,300 $10,641

Mailing Cost Total Sales Net Gain

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Summary

• UAA mail is still out there

• Undelivered mail is costly to USPS and mailers

• Correcting address errors can drastically increase the value of your mail

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Resources• https://ribbs.usps.gov/

• https://www.usps.com/ncsc

• https://ribbs.usps.gov/mtac/documents/tech_guides/webinararchives/

• https://ribbs.usps.gov/index.cfm?page=address_manage_quality

• https://ribbs.usps.gov/index.cfm?page=moveupdate

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Q&A

• Thank you — we appreciate your time!

• Kim MauchPostal Product SpecialistSatori Software Inc.206-357-2900kmauch@satorisoftware.com