Simply Powerful 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

Simply Powerful 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

Simply Powerful Forward 23.1¢ / pc Billion pieces $244.1 Million Waste 6.1¢ / pc Billion pieces $257.6 Million New Address Return 51.4¢ / pc Billion pieces $768.9 Million Original Address Mailer UAA Mail is Still Common

Simply Powerful What Happens to UAA Mail? First-Class Mail ® –Moved addresses forwarded (for 13 months) –Remainder are returned-to-sender Standard Mail ® –Discarded!

Simply Powerful 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

Simply Powerful Calculating Costs UAA ResultCost to USPSCost to Mailer Return51.4¢/ea.Original postage + cost of mailer + any return service and address correction fees Discard6.1¢/ea.Original postage + cost of mailer Forward23.1¢/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.

Simply Powerful 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

Simply Powerful Wasted Budget

Simply Powerful Exclude Bad Records, Improve ROI

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

Simply Powerful Constantly Changing Data *Source: U. S. Census Bureau *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

Simply Powerful Solutions to Ensure Address Quality

Simply Powerful 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

Simply Powerful Solutions to Ensure Address Quality

Simply Powerful SuiteLink and AEC / AEC II Suite Link appends suites for known businesses Free 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

Simply Powerful Solutions to Ensure Address Quality

Simply Powerful Use NCOA Link Before Mailing Update source data before printing Automatically “links” several moves together 3 “flavors” of NCOA Link available: –Limited Service Provider (LSP) 18 months of move data –Limited with ANK Link 18 months of move data, identifies moves months ago –Full Service Provider (FSP) 48 months of move data

Simply Powerful 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

Simply Powerful Dealing With UAA After Mailing Address Service Requested Change Service Requested Return Service Requested

Simply Powerful What Hasn’t Been Corrected? The USPS address correction data set has: –No names –No apartment numbers –No other types of appends The NCOA Link service requires an exact match

Simply Powerful 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

Simply Powerful 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

Simply Powerful 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

Simply Powerful Geocode Improve the effectiveness of your direct marketing campaigns with more targeted campaign lists

Simply Powerful Calculating Opportunity Costs Back to our 2,200 undeliverable records What if you could reach these contacts?

Simply Powerful Correct Records, Improve ROI

Simply Powerful 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

Simply Powerful Resources nararchives/ nararchives/ _qualityhttps://ribbs.usps.gov/index.cfm?page=address_manage _quality

Simply Powerful Q&A Thank you — we appreciate your time! Kim Mauch Postal Product Specialist Satori Software Inc