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Transcript

  • 1. In November, the USPS will make all mail smarter & reduce waste
    • Facts the U.S.P.S. Wants You to Know
      • Each year, over 2 BILLION pieces of mail are discarded by the U.S. Postal Service.
      • This makes U.S. Post Office the largest recycler of paper in the world!
      • Effective Nov. 23, 2008 this will change!
      • All mail must go through Address Correction within the prior 95 days.
  • 2. Reasons for this problem?
      • Recipient moves but list owner chooses not to update their file with USPS approved method.
      • Faulty address - doesn’t match USPS database.
      • Mailer uses inefficient, error-prone manual method to update addresses.
      • Paper stock or design jams in postal equipment.
  • 3. 44 Million Address Changes
    • Based On Addresses Processed by U.S.P.S.
      • Economics - Lower income move most often but mid and upper move for jobs, better lifestyle.
      • Geographics - From north to south.
      • Metropolitan - From city to suburbia.
      • 14% of households move annually per U.S.P.S.
      • Up to 18% of those under 30 or over 55 move.
  • 4. By Not Keeping Addresses Current, You Lose Customers & Prospects
  • 5. What Happens If 14% Move Each Year?
      • YEAR 1 - 10,000 names, loss is 1,400
      • YEAR 2 - 8,600 names, cumulative loss 2,604
      • YEAR 3 - 7,396 names, cumulative loss 3,639
      • YEAR 4 - 6,361 names, cumulative loss 4,529
      • YEAR 5 - 5,470 names, cumulative loss 5,295
      • TOTAL FIVE-YEAR LOSS IS OVER 50%.
  • 6. The Hidden Costs of Not Updating
    • Assumes 14% of 10,000 Have Moved
    • 1,400 Did Not Receive the Piece
    • Lower Response
    • Higher Promotional Cost because you paid for printing, postage and mailing services.
    • You lose past, current and future customers!
  • 7. The Marketing Cost
    • You Should Not Want to “Lose” Your Customers
    • Best Prospect = Current Customer
    • Next Best = Past Customer
    • Next Best = Competitor’s Customer
    • Next Best = A Prospect Who Matches Your Current Customer
  • 8. The Economic Cost
    • Wasted Postage, Printing, Mailing Costs
    • Pieces Mailed: 10,000; Moved 1,400
    • Postage Cost: 1400 X .10 Ea.......$140.00
    • Printing Cost: 1400 X .30ea......$420.00
    • Lettershop Cost: 1400 X .05 Ea......$ 70.00
    • Total Cost, Wasted Mail.............$630.00
    • NCOA: 18-month $92.00 /
    • 48-month $152.20
  • 9. Capturing Address Changes
    • The Post Office Offers Three Choices
    • Address Correction Service
    • Change Service Requested
    • National Change Of Address / NCOA
    • If you are not using one of these options,
    • you are wasting postage and printing,
    • and not maximizing potential response
    • to your mailings.
  • 10. Address Correction Service
    • Manual Cost : 50-cents ea. (+ 1 cent postage)
    • Costly And Labor Intensive
    • Error Prone : Notice sent carrier, who can make mistakes.
    • Waste : Standard mail not forwarded, only first class.
    • Paper : Changes come on paper
    • Labor : Change has to be keyed by your staff which is an unproductive and error prone
  • 11. Change Service Requested
    • Less Costly, Less Labor
    • Cost For Standard Mail : 3-cents each first two notices, 18-cents thereafter A.NO PAPER: Done electronically
    • Waste : Mailing not delivered because person has moved. However, First Class is forwarded
    • Labor : No keying, only electronic update
    • Used by those who mail often
  • 12. N.C.O.A. National Change Of Address
    • Least Costly, No Waste
    • Cost : Varies with quantity and 18-month versus 48-month option, averages 3 to 10-cents each, less with very large quantities
    • Paper : None. Done electronically, unless you want hard-copy comparison.
    • Waste : None. Change made before mailing.
    • Labor : None, other than electronic transfer and update.
  • 13. 18-month vs. 48-month NCOA Pros & Cons
    • 48 month NCOA - do if this is your first time or you have not been updating your file if a vendor has been performing NCOA. Tracks every move in past four years, provides current address.
    • 18 month NCOA - Use if your file has been through 48-Month NCOA within past year.
    Cost difference is about $5.00 per 1000 records
  • 14. If You Have Never Done NOCA Then What???
    • Do Your Addresses Meet USPS Standards?
      • If your database has been CASS certified by your mailing service or a vendor but never imported back into your system, you need to be concerned about Address Standardization
    • USPS has strict criteria on the elements that make up an address so it can be matched to the NCOA database. They cover spelling, abbreviations, zip plus four, etc .
    • Are your addresses standardized?
  • 15. Frequency Depends Upon Your Mailings
    • 95 Days - U.S.P.S. requires N.C.O.A. within 95 days of mail date for all mailings earning discounts. So include this in your schedule.
    • ALWAYS - Before a major campaign, mailing an alumni magazine, fundraising solicitation.
    • Keep NCOA Documentation you will receive because you will need them when you mail.
  • 16.
    • Must Be Done 95 Days Or Sooner Than The Date Of The Mailing.
    • NCOA minimizes waste.
    • NCOA increases your marketing response.
    • NCOA eliminates keying address changes.
    • Minimize printing and postage costs by knowing how many you should mail before setting your print order.
    N.C.O.A. Becomes Mandatory November 23, 2008
  • 17. How You Can Use N.C.O.A.
    • Aceware + Labels & Letters
    • Make It Easy.
    • Export your file.
    • Go to aceware.com - Click LINKS. Go to dmi-mail.com - Clink NCOA. Complete the form, click EMAIL - Attach your file. Or,
    • If super large, inquire about FTP.
  • 18.
    • To learn more about NCOA and how you can get your mailing list certified:
    • Email: [email_address]
    • Web: www.dmi-mail.com
    Contact Information