® 11 The ROI of Great Address Quality SANTA ANA DISTRICT PCC Scott Jones: Manager Business Mail...

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The ROI of Great Address Quality

SANTA ANA DISTRICT PCC

Scott Jones: Manager Business Mail United States Postal Service®

Jim Green: Postal Affairs Automobile Club of So CA.

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Physical Address UAA

Missing Apt or Ste Number

Incorrect Number

Incorrect Recipient

Missing Number

Missing RR or Box Number

Incorrect Street Name

ACME PRODUCTS4759 WESTERN STNEW YORK NY 10022-5279

CARL SHULER1414 LAKE ST APT CHICAGO IL 60614-1905

CARL SHULER1914 LAKE ST APT 3ACHICAGO IL 60614-1910

CARL BROWN1414 LAKE ST APTCHICAGO IL 60614-1910

CARL SHULER LAKE ST APT 3ACHICAGO IL 60614-1910

CARL SHULERPO BOX CHICAGO IL 60614-1910

398

226

134

56 48 47

Million

s o

f P

ieces CARL SHULER

1414 LARK ST APT 3ACHICAGO IL 60614-1910

Common Address Quality ProblemsM

illion

s o

f P

ieces

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USPS® has determined that up to 23% of all mail contains addressing errors.

Common errors: Addressee moved ………………………………… 2.4%Directional/Suffix missing ……………………….... 6.0%Street name/Number incorrect/invalid ……….... 5.9%ZIP Code™/City incorrect ………………………… 4.8%Apt number/Rural Box number missing ………… 4.5%

Total 23.6%

USPS—AEC and AEC II® User Guide, p. 3

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Bad Addressing Issues

Inconsistent filling of fields Missing gender indicator Trailing space after name or address Misspelled words/Improper abbreviations Missing or wrong street, directional, prefix, suffix City, state, or ZIP Code™ missing or in conflict Missing or incorrect secondary address information Incorrect company legal name or reference name Dual names Extraneous information in name field

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Move Update describes the process of periodically matching a mailer’s address records with customer-filed Change-of-Address orders received and maintained by the Postal Service™

Move Update =

Fewer Forwarded and Returned Mailpieces

What is Move Update?

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Presorted or Automation discounts for First-Class Mail®

Standard Mail® discounts

Addresses on mailpieces updated using an approved method within 95 days prior to the mailing date

First-Class Mail or Standard Mail mailpieces with exceptional or an alternative address format are not required to meet Move Update requirements(Note: mail is not forwarded)

• Or Current Resident

• Postal Customer

Who Must Use Move Update?

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Four Pre-Approved Methods:

Ancillary Service Endorsements ACS™, OneCode ACS®, and Full-Service ACS NCOALink® NCOALink® for Multiline Optical Character Readers

Move Update Methods

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Overview

What is a quality address How address validation tools can help ROI of Address Quality Determining the right COA Process Common COA Problems

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Great Addressing Is Important!

Keep postage costs in check

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Why Address Validation Matters Address Validation is one of the key

components to your mailing process

Addresses that do not validate are at risk of non-delivery

Databases go “stale” over time without continually updating the information

There are many reasons an addresscan fail. You need to ensure they are:

• Complete

• Correct

• Current

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Can You Recognize A Bad Address?

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Can You Recognize a Bad Address?

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What is a Quality Address?

A quality address is defined when:All necessary elements are complete and correct…

Pre-directional

Primary address number

Street name

Street suffix

Post-directional

Secondary identifier

Secondary number

City

State

ZIP + 4® code

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What Is A Standardized Address?

Address elements are printed on envelopes in standard format:

Format all lines of the address with a uniform left margin

Uppercase letters are preferred on all lines of the address block

Fully spell out or abbreviate words using USPS® standard abbreviations

• www.usps.com

• ribbs.usps.gov

Publication 28, Postal Addressing Standards

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CASS™ Product USPS® certified benchmark

Sets minimum performance standards for commercial ZIP + 4® address matching software

Developers must pass USPS test for CASS certification

Address matching software attempts to matchaddresses against range-based records onUSPS ZIP + 4 file

Pre-Mailing process

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DPV® Product Confirms the existence

of a deliverable address

Identifies a commercial mail receiving agency

Improves address assignments

Helps to reduce UAA

Is 249 High St in ZIP Code™ 94301 a valid address?

Yes or No

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Address Management – Ongoing Process

Each mailer is different – there is not a one-size fits all solution

Managing address changes is not a point in time event

The initial address capture is critical to all addressing processes including getting a COA hit

The Move Update compliance requirements have to be met but just meeting the requirements might not be the right solution to maximize your address quality

As with any business process, establish metrics to determine where addressing issues exist

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NCOALink®

USPS® licensed product using address change information when individuals or businesses inform the USPS of their move

Provides electronic Change-of-Address information Average correction rate (with new address) – 3.21% Three different license types Variable costs Pre-Mailing process

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UAA Mailpiece Disposition

There are several options: Return all Dispose all as waste Forward or return Forward or dispose

as waste

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Mail Treatment

The default treatment for First-Class Mail® is to beforwarded or returned with no additional postage paidand no address correction notice

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Reduce postage costs Reduce printing costs

Example:10,000 piece mailing X 5% (average UAA rate) equals 500 mailpieces with errorsSaved postage at First Class rate $0.435 X 500 = $217Saved printing at $0.95/folded sheet X 500 = $475Savings =

Value of Correcting Your Data

$692*

That is what you saved, but what have you lost?

*Money saved in postage and printing by not printing and mailing to bad addresses.

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The quality of your address data directly affects the deliverability of your mail!

USPS® provides an extensive suite of Address Quality products and services; check out ribbs.usps.gov.

USPS is committed to continuous address hygiene improvements to enhance the value of mail.

Small efforts can bring big results!

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Hardcopy Address Correction Either return of the piece with the correction or

reason for nondelivery affixed, or A separate address correction provided as an image

of the piece with the associated old and new address or reason for nondelivery, PS Form 3547

Return postage or address correctionfee may apply

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#BWNFXZT #P123456789 2572X 7 # JOHN E SMITH916 N 5TH ST APT 3SPRINGFIELD IL 62702-5288

ACS™ Service

Post-mailing service provided by the USPS®

Participants include an identification code on the mailpieces

• Traditional (printed participant code as shown left)

• OneCode ACS® or Full Service (IMb™ as shown on right)

JOHN E SMITH916 N 5TH ST APT 3SPRINGFIELD IL 62702-5288

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ACS™

Traditional ACS™, OneCode ACS® or Full Service ACS

Provides electronic Change of Address notices for undeliverable mailpieces

Mailers apply a participant code and an optional keyline OR Intelligent Mail® barcode to mailpiece

Requires an ancillary service endorsement

Can reduce costs associated with manual returns and manual keying of data

Centralized fulfillment option (SingleSource)

Post-Mailing process

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What is a Service Type ID (STID)? The Intelligent Mail® barcode

allows the 3-digit Service Type ID field to contain information that tells USPS® which treatment you want for your Undeliverable As Addressed (UAA) mail

These services include• mailpiece disposition• address correction options• IMb Tracing™

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STID Components Mail Class

• First-Class• Periodicals• Standard• Package Services

The Mail Entry Option you’re using• Full-Service• Basic• Non-Automation

IMb Tracing™

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Instructions to USPS® for disposition of your undeliverable mail• Forward• Return• Dispose as waste

Instructions to USPS for address correction format, if any• Hardcopy• ACS™

STID Components

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Resources for Service Type IDs A Guide to Intelligent Mail for Letters and Flats

New, fully loaded Table 4:https://ribbs.usps.gov/intelligentmail_mailpieces/documents/tech_guides/stid.pdf

Appendix A: Ancillary Services –Service Type Identifier (STID) Detailed Explanation:https://ribbs.usps.gov/intelligentmail_guides/documents/tech_guides/AncillaryServices_STID_Detailed_Explanation.pdf

IMb Tracing® home page:https://mailtracking.usps.com/mtr/landing/resources/confirm/landingConfirmLaunch.jsp

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Questions?