Greening your mail cuts costs as well by ProQuest


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									                                                                                                                                      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
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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