Organizations who distribute a significant amount of direct mail are often unaware of UAA mail's cost impact. Approximately 3.4% of US Postal Service First-Class Mail is undeliverable because it is UAA. For USPS Standard Mail, which includes marketing and promotional offers for business retention and new business generation, that figure jumps to 6.4 percent.
mailer, unless the mailer pays extra fees to the USPS. For large mailers, UAA mail represents significant waste, both from a cost and business opportunity perspective. Improving address quality and selection is actually a process that can have long-term benefits. Using a quality man- aged address services vendor with extensive expertise in understanding this process and in-depth knowledge of postal regulations can help direct mailers understand their Direct mailers looking to cut costs while increasing effec- current address environment – for example, how did an rices on a first-class stamp went up last week — the tiveness need look no further than cleansing and qualifying organization build their address database and what issues third straight annual rise — but the increase will customer and prospect addresses. The solution goes further are inherent in the design? Who is accessing it and why? have little, if any, impact for me. than simply utilizing address cleansing software, though. It’s also important for mailers to measure the quality of their In reviewing my own mail over the past several months, Instead, consider employing managed address services to addresses — how many addresses are bad, to what degree, in addition to all the e-mails and texting, I’ve notice a avoid wasted costs and lower response rates resulting from and for what reasons? What are the returns on investment couple of things that have now become standard. One, undeliverable-as-addressed (UAA) mail. of the various services to address the root issues? I’m using less checks, because I’m paying all of my bills, Organizations who distribute a significant amount of Additionally, mailers need to fix the process by determin- with the exception of rent, online. As a result, that book direct mail are often unaware of UAA mail’s cost impact. ing the proper combination of one time (get it clean) and of stamps that used to last less than a month now carries Approximately 3.4% of US Postal Service First-Class Mail recurring (keep it clean) operational changes to significantly me through for quite some time. is undeliverable because it is UAA. For USPS Standard reduce UAA mail, often by more than 50%. This includes And that’s the problem. Mail, which includes marketing and promotional offers for the use of automated tools and services in conjunction with This week starts a four-day National Postal Forum in business retention and new business generation, that figure manual operations, all performed by addressing experts. Washington, an annual gathering of postal officials and jumps to 6.4 percent. In fact, Standard Mail accounts for By following a “Get it clean, keep it clean” mantra, mailers mailing industry professionals. US Postmaster General 63% of all UAA mail and, unlike First-Class Mail, UAA can reap the benefits of clean addresses for years. John Potter opens the forum the morning of May 18, to Standard Mail is destroyed without any notification to the email@example.com be followed by another, likely much anticipated, session: a financial briefing on the US Postal Service. The past several weeks have not brought much good news for the USPS, and the revenues generated from the stamp price increases will do little to ease its financial stress. With a $2.8 billion deficit last fiscal year, the USPS recently What we brand marketers don’t talk about enough is how reported a year to date loss of $2.3 billion so far this
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