2013 National Postal Forum         San Francisco, CaliforniaChristine J. Erna- Pitney BowesTom Lorge – Medical Marketing S...
   Industry Challenge – Address Quality    ◦ Why?   What are the causes of Poor Address Quality?    ◦ What are some acti...
   Undeliverable as Addressed (UAA)                                              Mail                                    ...
41 million                                 Americans move                        New York   every year 1.1 million newaddr...
Four Basic Address Quality Questions    Why Does It Matter?    What Are You Doing Now?    What Should You Be Doing?   ...
100,000 addressesIn just 90 days…   4.5% (4,500) will move and need COA processing   2% (2,000) will likely be UAA due t...
   300 Million+ Individuals   170 Million+ Households   50,000 lists - Segmented   Hundreds of selections
The USPS® Address Management System (AMS)database currently contains:   151.8 million “Active” deliveries   183.5 millio...
Fundamentals of Great Address Quality                                    Update                        Validate           ...
   Get It Clean   Correct and Standardize addresses    ◦ Analyze and Correct addresses that do not match USPS data    ◦ ...
   The CASS certification process is designed in cooperation with    the mailing industry to improve the accuracy of post...
At Point                                  of Entry!    Data Entry of Names & Addresses   Name formats   Physical addres...
Data Entry• Data Entry accounts for 20-40% of data quality  problems• Need to cover ALL sources of data entry and  updates...
Data Capture   At Data Capture    ◦ Ideal spot for best address quality    ◦ Capture street number, directional, street n...
   STANDARDIZED ADDRESSING is one of the most    important elements on a mailpiece.    ◦ Left-justified                  ...
Standardized AddressingLettering   Upper Case                           ABC   Block Style   Not Bold               ABC ...
•   RUN-ON                    145SOUTHMILLS ST•   EXTRA DIGITS/CHARACTERS   10000 EUCLID AVE•   PRE-DIRECTIONALS          ...
Address Format                                                PRSRT STD                                               U.S....
JANE DOE               JOHN DOE301 SPYGLASS DR        PO BOX 1PO BOX 1               301 SPYGLASS DREUGENE OR 97440-0001  ...
Directional                                Post                                        Directional                 Street ...
Validate Address Data       DPV    ◦   Confirms the existence of a deliverable address    ◦   Confirms basic information ...
   Validation solutions exist for troublesome addresses as well. Virtually    every mail list is plagued with addresses t...
AEC/AECII Calculator
ENDORSEMENT                              FIRST CLASS              STANDARD MAILADDRESS SERVICE REQUESTED                Fo...
   NCOALink is an address correction service provided    to mailers through companies licensed by the Postal    Service™...
   Pre-mailing Move Update method   Data delivery from USPS® to certified licensees   Stored in a secure format using S...
   Updated change-of-address information for the    entire country is provided on a regular basis to the    licensee by t...
ANKLink™What is ANKLink™?ANKLink™ is an enhancement to the existing 18-month NCOALink® product. The existing18-month NCOAL...
   ACS™ service provides address change information    electronically for forwarded mail, giving you    another opportuni...
   Post-mailing service provided by the USPS®     Internal PARS database used     Participants include an identificatio...
ACS™ - NCOALink®• Variations in how NCOALink® and ACS™ respond  for same name and address input determined  by:   • Data c...
PARS/ACS                    NCOALink                               18 or 48 months  18 months of data                   ...
Deliver critical communications to: the Right person           at the Right location                         at the Right ...
ResourcesUSPS – Address Qualityhttps://www.usps.com/business/address‐quality‐services.htmUSPS – Addressinghttps://ribbs.us...
Questions and AnswersFor more information:Christine J. Erna MDP, AQS                                  Tom LorgeEngagement ...
Using USPS tools as a Cost-effective Solution for List Hygiene
Using USPS tools as a Cost-effective Solution for List Hygiene
Using USPS tools as a Cost-effective Solution for List Hygiene
Using USPS tools as a Cost-effective Solution for List Hygiene
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Using USPS tools as a Cost-effective Solution for List Hygiene

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In this workshop, participants will learn what tools are at their disposal from the USPS to help standardize, validate and correct their mail lists.The workshop will discuss and show examples of Address Element Correction & AECII, Address Correction Service, LACSLink, DPV and other USPS products that will help any type of mailer keep and maintain an accurate mail list. Real-world examples will help illustrate different problems faced and how they were resolved using the USPS. This workshop will introduce new mailers to what is available from the USPS and give seasoned professionals a new perspective on list hygiene.

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Using USPS tools as a Cost-effective Solution for List Hygiene

  1. 1. 2013 National Postal Forum San Francisco, CaliforniaChristine J. Erna- Pitney BowesTom Lorge – Medical Marketing Service
  2. 2.  Industry Challenge – Address Quality ◦ Why? What are the causes of Poor Address Quality? ◦ What are some actionable take aways? What tools are available? ◦ Standardize – Validate - Update Summary
  3. 3.  Undeliverable as Addressed (UAA) Mail Return mail volume is not decreasing, even though mail volume is decreasing ◦ USPS® 2011/2012: ◦ Mail Volume: 168/160 Billion ◦ UAA Volume: 7.02/6.76 Billion (4.18%/4.23%) ◦ UAA Cost: $1.315 / $1.318 Billion  Mailing Industry: ◦ Postage: 2% required to cover cost of Returns ◦ Business: $7+ Billion Costs*  $20+ Billion Business Impact ◦ Top UAA Reasons: ◦ 75.8% Move-Related ◦ 12.5% Address-Related  What Can You Do: ◦ Implement a comprehensive Address Quality ◦ Strategy ◦ Use ALL applicable addressing products & ◦ services ◦ Track your mail channel’s R.O.I.* Based on DMA per piece cost estimates
  4. 4. 41 million Americans move New York every year 1.1 million newaddresses in 2011 New Jersey Pennsylvania 151.8 million total addresses
  5. 5. Four Basic Address Quality Questions  Why Does It Matter?  What Are You Doing Now?  What Should You Be Doing?  Where to get Help to Succeed?
  6. 6. 100,000 addressesIn 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 Mailing list will deteriorate 3%
  7. 7.  300 Million+ Individuals 170 Million+ Households 50,000 lists - Segmented Hundreds of selections
  8. 8. The USPS® Address Management System (AMS)database currently contains: 151.8 million “Active” deliveries 183.5 million “Possible” deliveries 275,000 delivery routes (Non-PO Box) 42,000 ZIP Codes 37,000 facilities nationwide 8 terabytes of address information data
  9. 9. Fundamentals of Great Address Quality Update Validate Standardize
  10. 10.  Get It Clean Correct and Standardize addresses ◦ Analyze and Correct addresses that do not match USPS data ◦ Complete, Correct, and Current addresses Keep It Clean Continually maintain addresses using USPS certified software ◦ Continually review, analyze, and improve the quality of addresses Keep It Current Establish a confidence level for the delivery of each address ◦ Enable the mailer to determine if the mail piece will get delivered and decide if the mail piece should be printed
  11. 11.  The CASS certification process is designed in cooperation with the mailing industry to improve the accuracy of postal codes, i.e., 5-digit ZIP®, ZIP + 4®, delivery point (DPCs), and carrier route codes that appear on mailpieces. 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
  12. 12. At Point  of Entry!  Data Entry of Names & Addresses Name formats Physical addresses – using CASS Move Update – using NCOA
  13. 13. Data Entry• Data Entry accounts for 20-40% of data quality problems• Need to cover ALL sources of data entry and updates Data Entry – Reverse ZIP Lookup N ew Cu stomer Type Primary Data Entry Va lidate Ask For Generate Address Street & Customer City & State Type Street Ab brevia tions ZIP From C ASS Fro m C ASS Ask for Cu stomer Secon dary C hange s Address Database Customer Database
  14. 14. Data Capture At Data Capture ◦ Ideal spot for best address quality ◦ Capture street number, directional, street name, city, state, ZIP  www.USPS.Com  Integrated into front-end data capture/validation tool After Data Capture ◦ Leverage software (CASS) to correct and add  Correct spelling for street, city  Add directional  Confirm delivery address  State abbreviation  Full Zip code
  15. 15.  STANDARDIZED ADDRESSING is one of the most important elements on a mailpiece. ◦ Left-justified LEFT ◦ Standard abbreviations JUSTIFIED SINGLE MY CUSTOMER 12345 MAIN DR STE 110 SPACE Proper Spacing ANYWHERE USA 12345-6789 ◦ Proper Spacing Between: 1 SP 2 SP ◦ Characters Words Lines ◦ MLOCR require 2 points Lines Spacing
  16. 16. Standardized AddressingLettering  Upper Case ABC  Block Style  Not Bold ABC  Not Italics Abc  No Punctuation A.B.C.
  17. 17. • RUN-ON 145SOUTHMILLS ST• EXTRA DIGITS/CHARACTERS 10000 EUCLID AVE• PRE-DIRECTIONALS 17 SO WATT CT• SUFFIX ABBREVIATION 492 JACKSON BL• MISPLACED SECONDARY 47 A CEDAR RD• ALPHA/NUMERICS 5!7 M0SS ST
  18. 18. Address Format PRSRT STD U.S.POSTAGE PAID PERMIT NO 1 ANYTOWN US NON-ADDRESS DATA #JAN00 000 CA#1508 LT 52 INFORMATION / ATTN MR J BROWN RECIPIENT CENTRAL LIBRARY DELIVERY ADDRESS 3915 E CHAIN BRIDGE RD CITY, STATE, ZIP CODE FAIRFAX VA 22030-3999
  19. 19. JANE DOE JOHN DOE301 SPYGLASS DR PO BOX 1PO BOX 1 301 SPYGLASS DREUGENE OR 97440-0001 EUGENE OR 97401-2092ZIP Codes must match the addresswhere mail will be delivered
  20. 20. Directional Post Directional Street Name 3915 E CHAIN BRIDGE RD N STE 111 Street Suffix Secondary Unit Number Designators
  21. 21. Validate Address Data DPV ◦ Confirms the existence of a deliverable address ◦ Confirms basic information about the address ◦ Identifies a Commercial Mail Receiving Agency (CMRA) ◦ Vacant and No-Stat Indicator LACSLink ◦ Provides municipality-introduced address changes ◦ Includes USPS® converted P.O. Boxes ◦ Includes building secondary information changed by building management ◦ Updating addresses using LACSLink data ensures deliverability and prevents UAA mail
  22. 22.  Validation solutions exist for troublesome addresses as well. Virtually every mail list is plagued with addresses that seem irresolvable. AEC enables you to submit your "bad" addresses for resolution through the Postal Service using enhanced computer logic. AEC Service ◦ AEC provides a crucial “last resort” approach to stubborn addresses ◦ USPS® service to help correct addresses that CASS Certified™ software cannot fix AECII® Service expands AEC processing ◦ Leverages Delivery Force knowledge™ for addresses that AEC cannot correct ◦ Identify addresses that do not exist.
  23. 23. AEC/AECII Calculator
  24. 24. ENDORSEMENT FIRST CLASS STANDARD MAILADDRESS SERVICE REQUESTED Forward or Return – Forward or Return – NoForwarding and Return No charge to Fwd charge to FwdNew notice provided Address Correction fee Addr Corr or Wgt FeeRETURN SERVICE REQUESTED No Charge First Class Mail priceNo Forwarding, only ReturnNew address or UAA reasonCHANGE SERVICE REQUESTED Address Correction fee Address Correction feeNo Forwarding or ReturnNew address or UAA reasonFORWARDING SERVICE REQUESTED No Charge Forward no chargeForwarding and Return Return Weighted feeNew address only with ReturnELECTRONIC SERVICE REQUESTEDService type code in IMb determines General rules. Services and prices vary by class
  25. 25.  NCOALink is an address correction service provided to mailers through companies licensed by the Postal Service™ Computer software purchased, leased, or developed by the licensee is used to access the NCOALink database
  26. 26.  Pre-mailing Move Update method Data delivery from USPS® to certified licensees Stored in a secure format using Secure Hash Algorithm Three types of certified licensees: ◦ Full Service Provider (48 months, updated weekly) ◦ Limited Service Provider (18 months, updated weekly) ◦ End User Mailer (18 months, updated monthly) 30
  27. 27.  Updated change-of-address information for the entire country is provided on a regular basis to the licensee by the Postal Service™ through the NCOALink database. The licensees match mailing lists submitted to them by mailers on tape, disk or by upload against the information contained in the NCOALink database. If a match is made, NCOALink can correct the address before it is printed.
  28. 28. ANKLink™What is ANKLink™?ANKLink™ is an enhancement to the existing 18-month NCOALink® product. The existing18-month NCOALink™ product provides change-of-address information for moves thathave occurred in the past 18 months. ANKLink™will enable NCOALink® Limited ServiceProvider and End User Mailer licensees to optionally acquire an additional 30 months ofchange-of-address information. The ANKLink™ data will not return the new address, butwill inform mailers of customer moves that have occurred in months 19-48, along withthe move effective date.What are the benefits of using ANKLink™?ANKLink™ will allow mailers to make informed decisions regarding a specific customer. Ifthe data indicates the customer has moved, the mailer may choose to suppress thecustomer from the list. Otherwise the mailer could attempt to determine the actual newaddress by seeking the services of an NCOALink® Full Service Provider licensee. ANKLink™has the potential to reduce the production of UAA (Undeliverable as Addressed) mail,which reduces production, preparation and postage costs.
  29. 29.  ACS™ service provides address change information electronically for forwarded mail, giving you another opportunity to maintain up-to-date addresses for customers who have moved. Keeping current addresses on file is essential to reaching your valued customers. Now you can stay on top of the constant changes to your address data by utilizing the update products and services available.
  30. 30.  Post-mailing service provided by the USPS®  Internal PARS database used  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 JOHN E SMITH916 N 5TH ST APT 3 916 N 5TH ST APT 3SPRINGFIELD IL 62702-5288 SPRINGFIELD IL 62702-5288
  31. 31. ACS™ - NCOALink®• Variations in how NCOALink® and ACS™ respond for same name and address input determined by: • Data contents in product • Move Type, Move Effective Date, etc. • Matching logic used • Carrier engagement• Best practice for identifying change of address combines use of NCOALink and ACS
  32. 32. PARS/ACS NCOALink  18 or 48 months  18 months of data  Permanent COAs only  Permanent and  Excludes: Temporary COAs COPI records  Court Order Protected Records flagged as DNI Individuals (COPI) Old addresses that don’t  Records requiring ZIP + 4 Code carrier decision  New addresses that don’t ZIP + 4/DPV® code  Do Not Intercept (DNI) included but new address  ZIP + 4® coded and is not returned uncoded records
  33. 33. Deliver critical communications to: the Right person at the Right location at the Right time Address Quality Is  Essential!
  34. 34. ResourcesUSPS – Address Qualityhttps://www.usps.com/business/address‐quality‐services.htmUSPS – Addressinghttps://ribbs.usps.gov/index.cfm?page=addressingPublication 28 – USPS Addressing StandardsPick up a copy at the USPS Booth or download fromhttps://www.usps.com/business/address‐management‐pubs.htm?USPS – National Customer Support Center (NCSC) For additional information on Address Management products and services, email us at incsc@usps.gov. (800) 238-3150 NATIONAL CUSTOMER SUPPORT CENTER UNITED STATES POSTAL SERVICE 225 N. HUMPHREYS BLVD STE 501 MEMPHIS TN 38188-1001
  35. 35. Questions and AnswersFor more information:Christine J. Erna MDP, AQS Tom LorgeEngagement Manager  Director of Circulation Management Enterprise Postal Consulting Medical Marketing Service Pitney Bowes Management Services 630‐477‐1564603.974.1169 t‐lorge@mmslists.comChristine.erna@pb.com
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