Undeliverable As Addressed Mail Best Practices & Solutions

Transcription

1 SAN ANTONIO 2018 Undeliverable As Addressed Mail Best Practices & Solutions Kai Fisher May 7 th, 2018

2 Topics Best Practices in Address Quality It s All About That Data Base That s a Lot of Data Know Your Resources Keeping it Current What Software is Best? Flow of Best Practices Best Practices for ACS Move Update Compliance Business Issues to Consider Consider the Costs Looking at the Whole Picture Industry Best Practices Flow of UAA Mail Processing

3 Best Practices in Address Quality It s All About That Data Base That s a Lot of Data Know Your Resources Keeping it Current What Software is Best? Flow of Best Practices

4 It s All About that Database Cleansing your data Consistently (not once and done) Get It Clean - Correct and Standardize addresses Keep It Clean - Continually maintain addresses using USPS certified software Keep It Current - Using the most recent data and maintaining updated Change-of-Address 100,000 addresses - In just 90 days 4.5% (4,500) will move and need COA processing 2% (2,000) will likely be UAA due to a foreign or no forwarding moves Total: 6,500 pieces may never reach their intended audience

5 It s All About that Database Data Interchange & Collection How were the names and addresses acquired? Directly from addressee Purchased or Rented Historical contact When was it last updated? When it was added to the database?

6 That s a Lot of Data! Data storage Non-typical addresses & names Timeliness of data & processes Transition to best practices Accuracy of the data

7 Know Your Resources Supply Chain Relationships Internal Resources Mail Owner Software Service Providers USPS Business Service Network (BSN) Mailpiece Design Analyst (MDA) Transport Printer Internal (Staff) Marketing USPS List Broker Service Provider

8 Know Your CASS Resources Form 3553 Acquired Address Lists Don t assume addresses are deliverable! CASS & MASS Certified Software & Vendor List: Review Form 3553 from CASS & MASS processing Available from CASS Certified Software and Service Providers. Certifications

9 Know Your CASS Resources Form 3553

10 Know Your NCOA Link Resources mailing-and-shipping-services/ NCOALink USPS licensed product Pr ing process that meets Move Update requirements Matches addresses & names on a list to COA data Four license types and variable costs NCOA Link Full Service NCOA Link Limited Service NCOA Link MPE NCOA Link End-User Average correction rate 3.32%

11 Know Your NCOA Link Resources ADDRESS QUALITY SOLUTIONS Correct and Standardize Your Address List Verify Your Address List Enrich Your Data Stay Compliant with Move Update National Customer Support Center

12 Know Your NCOA Link Resources A Match COA Match: The input record matched a COA record. 91 Match COA Match: Secondary Number dropped from COA. 92 Match COA Match: Secondary Number dropped from input address. 01 Match Found COA: Foreign Move. 02 Match Found COA: Moved Left No Address (MLNA). 03 Match Found COA: Box Closed No Order (BCNO). Match Codes may vary from Licensee to Licensee

13 Know Your NCOA Link Resources 00 No Match The input record did not match a COA record. 04 No Match 06 No Match Family match to a COA with a secondary address, but no secondary address was provided on input. There is more than one COA record and the middle names are different. 08 No Match The input record matched two COA records. 09 No Match The input record matched a COA record from a high-rise 11 No Match 19 No Match The input record matched a COA record with the same surname and address, but there is insufficient name information on the COA record to produce a match. There is a change of address on file but the new address cannot be DPV confirmed or the COA is temporary.

14 Know Your Resources Expect the unexpected Be prepared for mail service interruptions

15 Keeping it Current Best Practices for Address Maintenance Accuracy of addresses improve delivery and reduce UAA Monthly use of CASS & MASS to validate addresses DPV, LACS Link, & Suite Link are incorporated into CASS Early Warning System (EWS) & CASS AEC* & AEC II can fix addresses with DPV Return Codes: A1 Not Matched to ZIP+4 File M1 Primary Missing M3 Primary Invalid *Address Element Correction

16 Keeping it Current Best Practices for Address Maintenance AEC & AEC II Services are available through the USPS Address Management Department in Memphis TN AEC uses expanded logic & historical data to correct addresses AEC Cost - $25.00 per 1,000 &.025 per record added Average correction rate 38% AEC II uses Delivery Force Knowledge to fix bad addresses AEC II Cost - $32.00 per 100 & 32 per record corrected Average correction rate 51%. *Address Element Correction

17 Keeping it Current Leverage Additional Resources Social Security Administration Death Master File: Direct Marketing Association: Deceased Do Not Contact Do Not Mail Proprietary Change-of-Address Services Compiled by moves reported to Magazines, Utilities, etc

18 Address Quality Decision Tree Acquire Addresses Use validation tools during input/capture Compile Mailing List Address Coding CASS Certified Software Did it Validate? NO YES Customer Contact YES Required to Mail? NO Did AEC Fix it? Send Address to AEC Suppress Bad Addresses ON YES

19 Address Quality Decision Tree Move Update List Management NCOA Link Updated Mailing List Design/Create Mail Apply IMb with ACS Service Type ID (STID) YES Required to Mail? YES ACS Nixie Notice NO ACS COA Notice NO Mail Delivered? Present Mail to USPS NO Suppress Bad Addresses Well Done!

20 What Software is Best? Best Practices Software Evaluation Self-evaluation first Product support Industry knowledge Fulfillment & updates Cost Testing & implementation Performance Price Functionality Software Evaluation Criteria Support Ease of Use Compatibility

21 What Software is Best? Best Practices Software Evaluation Stay knowledgeable regarding future USPS changes Define and document changes as a checklist Cost Report any issues found Do not deploy software that jeopardizes address quality Functionality Software Evaluation Criteria Support Ease of Use Compatibility

22 Best Practices for ACS Move Update compliance Business issues to consider Consider the costs Looking at the whole picture Industry best practices Flow of UAA mail processing

23 Move Update Compliance USPS Marketing Mail Discounted First-Class Mail Mailers must demonstrate that they have used a USPS approved method to update addresses used on mail within 95 days before the mailing date. There are TWO Exceptions: Addresses directly acquired from the addressee within 95 days of the mailing Mail bearing an Alternative Address

24 Move Update Decision Tree Directly Acquired Addresses YES NO O N In last 95 days? Compile Mailing List NCOA Link Limited Service (or MPE) Update? N O Repeat within 95 days Repeat within 95 days YES ACS COA? Request ACS in IMb NO ANK Link Match? Suppress Bad Addresses NO - NIXIE NCOA Link Full-Service

25 Business Issues to Consider It s not about the Mail, it is about your customer Times more expensive to acquire a customer than to keep a current customer 3 in 5 Americans would try a new brand or company for a better service experience On average, loyal customers are worth up to 10 times as much as their first purchase Probability of selling to a new prospect Source: White House Office of Consumer Affairs Probability of selling to an existing customer

26 Business Issues to Consider Financial Cash flow, net cost reduction Automation and less dependency on labor Audit and risk + regulatory compliance Reducing operational costs associated with wasted mail Manual and decentralized processes that are difficult to measure Low correction rate of bad addresses Managing updated data Risk of Postal Inspection Service return mail audits and Move Update assessments

27 Consider the Costs The Cost of Undeliverable As Addressed (UAA) Mail Per piece industry estimate in operational costs (postage, print, handling, research, r ing Inefficient Processes Errors Audits Data Issues Delays REALITY: The NET impact on companies is usually not measured, millions lost Fraud Regulatory Issues, Fines Customer Churn Call Center Collections Bad Debt Cash Flow Lost or Missing Customers Lost Marketing Opportunities

28 Looking at the Whole Picture Over 70% of UAA mail is COA related. 60% of COA mail is processed within the first 90 days of the move effective date. There is no silver bullet need simultaneous processes Not everyone files a USPS Change of Address

29 Looking at the Whole Picture Action Plan and Opportunities No matter how good of a job you re doing, there can be improvements Understand the facts Be open to industry expertise, systems, tools and technology Identify the proper Executives that would be interested in Regulatory, Finance and Operational Improvements Tools available that can quickly document a Business Case for Executives

30 Looking at the Whole Picture Action Plan and Opportunities Workflow Tools, Software, Automation and Integration drive results Measurements can validate issue and resolution understand solutions and impact Pr and Post-Mail, Onsite and Offsite solutions can work together

31 Industry Best Practices Move Types Business Family Individual

32 Industry Best Practices How will you react to these UAA Reasons? COA with new address Moved, Left No Address Temporarily Away Not Deliverable as Addressed/Unable to Forward Vacant No Such Number / Street Insufficient Address

33 Industry Best Practices UAA Solutions and their value for resolving Customer Accounts Event Result Resolution Shred or Destroy, Count, Report in Host(s) Limited 0% Record returned mail Limited 1-9%, data is 12+ months old NCOA Link, AEC, AECII Average 20% NCOALink 10% AEC/II ACS, ACS with Secure Destruction Average 15% Web Research, Customer Call Center, , SMS Moderate 10% 3rd Party Data, Public and Proprietary Moderate 5-40% Multiple 3 rd Party Data Sources Enhanced 40-70% Workflow Management (Data, Docs, Business Rules, Logic) Enhanced 60-80% Multi-Department, Auto Decisions, Contact, Reporting Customer Service Automation, Routing, Auto Work 70-90% Complete integration into Extreme Queues, Address Validations systems and workflow Mgmt. Repurpose /Interact via Data Logic (mail, SMS, , voice) Extreme %

34 USPS Co-Presentation Schedule Sunday Monday