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11
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?