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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
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
Simply Powerful
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.
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
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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
Simply Powerful
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
Simply Powerful
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
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
• 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
Simply Powerful
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
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
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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
Simply Powerful
Q&A
• Thank you — we appreciate your time!
• Kim MauchPostal Product SpecialistSatori Software [email protected]