Are Bad Addresses Sabotaging
Your Mailings?
Getting the most out of your mailing lists
Simply Powerful
Agenda
What is UAA mail?
What are the costs?
Building an address quality process
Additional resources
Selling address quality
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
UAA Mail is Still Common
Return
51.4¢ / pc.
1.496 Billion pieces
$768.9 Million
Original Address
Mailer
Waste
6.1¢ / pc.
4.233 Billion pieces
$257.6 Million
New Address
Forward
23.1¢ / pc.
1.055 Billion pieces
$244.1 Million
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 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
Simply Powerful
Wasted Budget
Undeliverable
$3,300 22%
Deliverable
$11,700
78%
Simply Powerful
Exclude Bad Records, Improve ROI
$20,000
$20,000
$15,000
$11,700
$8,300
$5,000
All Records
Mailing Cost
Just Deliverable Records
Total Sales
Net Gain
Simply Powerful
Breaking Down UAA*
Move Related
75.8%
13.6%
Other (Deceased, Illegible, Unclaimed, etc.)
Missing/Incorrect Apt/Ste Numbers
Missing/Incorrect Street/Numbers
Rural/Highway Contract Box Numbers
5.2%
4.4%
0.8%
Missing/Incorrect City/St/ZIP
0.13%
Missing/Incorrect Directionals
0.1%
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
40,093,000
annual moves
*2.5 million businesses
that filed a COA not included
Over 1 million new delivery
points added each year
More than 2.5 million deaths
occur in the US every year
*Source: U. S. Census Bureau
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 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 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
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 NCOALink 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
Locate people who haven’t
filed their move with USPS®
Append Apartment Numbers
An ECOA service compiles
moves from magazines,
utilities, etc.
Complete residential
addresses to reach more
people on your target list
Simply Powerful
Leverage Additional Resources
Identify the deceased
Flag those on the “Do Not
Mail” Database
Uses Social Security
Administration Data
Focus on reaching the
people who are receptive to
receiving your message
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
$25,641
$20,000
$20,000
$15,000
$15,000
$11,700
$10,641
$8,300
$5,000
All Records
Just Deliverable Records
Mailing Cost
Total Sales
Correct More Records
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
Simply Powerful
Resources
• https://ribbs.usps.gov/
• https://www.usps.com/ncsc
• https://ribbs.usps.gov/mtac/documents/tech_guides/webi
nararchives/
• 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 Mauch
Postal Product Specialist
Satori Software Inc.
206-357-2900
kmauch@satorisoftware.com
Simply Powerful