Transcript Great Addressing - Essentials of Address Quaility

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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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Common Address Quality Problems
Physical Address UAA
ACME PRODUCTS
4759 WESTERN ST
NEW YORK NY 10022-5279
398
Millions
Pieces
ofPieces
Millionsof
CARL SHULER
SHULER
BROWN
CARL
1414
LAKE
LARK
ST
ST APT
APT3A
3A
1914
PO
BOX
1414 LAKE ST
APT
CHICAGO
IL
60614-1910
CHICAGO IL 60614-1905
226
134
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Missing Apt or
Ste Number
Incorrect
Number
Incorrect
Recipient
Missing
Number
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Missing RR or
Box Number
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Incorrect
Street Name
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USPS® has determined that up to 23% of all mail contains
addressing errors.
Common errors:
Addressee moved …………………………………
Directional/Suffix missing ………………………....
Street name/Number incorrect/invalid ………....
ZIP Code™/City incorrect …………………………
Apt number/Rural Box number missing …………
Total
2.4%
6.0%
5.9%
4.8%
4.5%
23.6%
USPS—AEC and AEC II® User Guide, p. 3
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Bad Addressing Issues
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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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What is Move Update?
Move Update describes the process of periodically
matching a mailer’s address records with customerfiled Change-of-Address orders received and
maintained by the Postal Service™
Move Update =
Fewer Forwarded and Returned Mailpieces
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Who Must Use Move Update?
 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
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Move Update Methods
Four Pre-Approved Methods:
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Ancillary Service Endorsements
ACS™, OneCode ACS®, and Full-Service ACS
NCOALink®
NCOALink® for Multiline Optical Character Readers
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Overview
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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 address
can 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 match
addresses against range-based records on
USPS 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 be
forwarded or returned with no additional postage paid
and no address correction notice
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Value of Correcting Your Data
 Reduce postage costs
 Reduce printing costs
Example:
10,000 piece mailing X 5% (average UAA rate) equals 500
mailpieces with errors
Saved postage at First Class rate $0.435 X 500
= $217
Saved printing at $0.95/folded sheet X 500
= $475
Savings =
$692*
*Money saved in postage and printing by not printing and mailing to bad addresses.
That is what you saved,
but what have you lost?
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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 correction
fee may apply
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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)
#BWNFXZT
#P123456789 2572X 7 #
JOHN E SMITH
916 N 5TH ST APT 3
SPRINGFIELD IL 62702-5288
JOHN E SMITH
916 N 5TH ST APT 3
SPRINGFIELD 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
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First-Class
Periodicals
Standard
Package Services
 The Mail Entry Option you’re using
• Full-Service
• Basic
• Non-Automation
 IMb Tracing™
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STID Components
 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™
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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/doc
uments/tech_guides/stid.pdf
 Appendix A: Ancillary Services –
Service Type Identifier (STID) Detailed Explanation:
https://ribbs.usps.gov/intelligentmail_guides/docume
nts/tech_guides/AncillaryServices_STID_Detailed_E
xplanation.pdf
 IMb Tracing® home page:
https://mailtracking.usps.com/mtr/landing/resources/
confirm/landingConfirmLaunch.jsp
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Questions?
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