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A Guide for Postal Professionals It Begins with the Address

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A Guide for Postal Professionals It Begins with the Address A RESOURCE FROM THE BERKSHIRE COMPANY Addressing the Mail A Guide for Postal Professionals It Begins With the Address In the 1990s, my favorite speaker at the Na- beginning (pause), was the address.” tional Postal Forum (NPF) was Paul Greene. In addition to being a fellow Irish-American Paul may be retired, but his message remains from Greater Boston, Paul shared my passion valid. Having the correct mailing address is the for the mailing industry. Most of all, Paul loved keystone of a successful print-mail operation. to talk about addresses – and their critical role And this is true whether we’re discussing trans- in the print-mail process. No matter how well- actional mail, advertising mail or parcels. To de-signed, beautifully printed or efficiently effectively communicate with your customers, created, unless a mailpiece gets delivered to you must have the correct address, and a pro- the right recipient, it’s a waste of money. fessional address management program. Paul’s experience with addresses started much An effective address management program isn’t earlier. He worked for an insurance company an isolated occurrence. Instead, it involves de- that was one of the first adopters in using soft- ploying tools and getting feedback throughout ware to update addresses. The goal was to the customer communication process. The goal review the computer database and validate that is to keep the customer interaction loop intact addresses were compliant with United States and continuous. Postal Service (USPS) standards. Paul was so essential to the success of the project, the soft- In this guide, we’re going to discuss the differ- ware company hired him. ent elements, tools and processes that help a company produce a document with the correct At the NPF, Paul spoke about how to implement address, so that the document goes into the a good address hygiene program and reduce correct envelope, and the mailpiece is delivered return mail. He supplemented the numbers, by the USPS at the correct time. regulations and acronyms with such devotion to the topic that he started each class with, “In the -Mark Fallon, President & CEO, The Berkshire Company Topics we’ll cover include: 01 FIRST CONTACT 05 Additional USPS Tools 02 REGULAR UPDATES 06 Processing Return Mail 03 VALIDATE BEFORE PRINT 07 The Real Costs of Poor Address Management 04 Production Process Integrity 2 Addressing the mail berkshire-company.com 01 FIRST CONTACT When using mail to communicate Standards). Following the proper standards im- proves the deliverability of the mail, reduces the with your customers, the address amount of return mail and allows for participa- is the keystone – the linchpin that tion in postage discount programs. Companies holds together the content, cre- can use USPS-certified software that puts ad- ative, production and delivery dresses into the proper format and validates the elements of your documents. By correct ZIP Code information. The certification is formatting, updating and main- known as the Coding Accuracy Support System or CASS. taining addresses as soon as your organization acquires the infor- For individual addresses, a company may mation, you can keep your system choose to validate addresses in real time or in a running smoothly. batch mode. To check individual addresses au- tomatically, the company’s software bounces the Companies may obtain addresses individually address against a CASS-certified engine using or as part of a list. A prospect or customer may an application programming interface (API). It’s initiate contact through the mail, by telephone likely you have encountered this type of update. or on a website. Or the company may receive a You enter an address on a website order form group of addresses – by purchasing a list, or re- and the address is presented in the correct USPS ceiving a batch update from a customer (e.g., an format with the full ZIP+4 Code displayed. The insurance company receives a list of employees). API may interface with CASS software installed In both cases, the addresses should be validated locally on a computer or via Software as a Ser- for completeness and accuracy as soon as pos- vice (SaaS) – software typically accessed via the sible. internet. The United States Postal Service (USPS) has Using real-time correction reduces the number established standards for the proper formatting of address errors in a database. Postal coding of addresses (Publication 28 - Postal Addressing software often makes changes to an address, 3 Addressing the mail berkshire-company.com FIRST CONTACT 01 like the street directional or unit designation. Mailers can comply with the Move If a customer service representative enters the Update requirement in 5 ways: information, they can confirm the change with the person during the call. If the person enters the information on a website, they’ll be able to validate the coded address. 01 Ancillary Service Endorsement If the systems don’t allow for an API interface, or if the company is receiving lists of new custom- 02 Address Change Service (ACS) ers, then batch jobs checking all new addresses should be scheduled nightly. Not only does this National Change of Address practice ensure conformity with postal regula- 03 Linkage (NCOALink) System. tions, it exposes any errors as soon as possible. It also allows the company to start correcting NCOALink for Mail Processing those errors before any mailpieces are sent out – 04 Equipment and returned as undeliverable. Alternative Move Update For any customer or prospect lists received, the 05 Methods (Legal Restraint or 99 batch job should also include running the list Percent Accurate) against the National Change of Address (NCOA- Link) database. Using NCOALink is one meth- od of ensuring compliance with Move Update Complying with postal regulations isn’t the most – matching the mailer’s address records with important reason for using CASS and NCOALink change-of-address (COA) orders received and software. Ensuring timely delivery to your cus- maintained by the USPS. There are 4 approved tomers while reducing undeliverable and return and 2 alternative Move Update methods. mail is much more significant. The best-de- signed content on a document produced in the most efficient manner possible has no value – unless your customer receives the mailpiece at their current and correct address. And the best way to maintain these addresses? It’s always best to start at the beginning. 4 Addressing the mail berkshire-company.com 02 REGULAR updates The United States Postal Service The USPS address certification standards for mailers (DMM 602 – Addressing) are lenient. For (USPS) delivers to over 300 million presorted First Class Mail, the ZIP Codes must people at more than 150 million be verified and updated once every 12 months. addresses every day. In most years, While somewhat stricter, the Move Update between 600,000 and 800,000 new standard (i.e., matching names and addresses addresses are created. About 40 against customer-filed change of address re- million people will file a change quests) must be applied within 95 days before a mailing. Savvy mailers exceed the USPS stan- of address request with the USPS dards, checking their addresses either monthly each year. or bimonthly. Address databases – from a mailer and the USPS But there’s more to maintaining a healthy ad- point of view – are dynamic, constantly chang- dress database than just running the list through ing entities, and require ongoing, consistent software. Mailers must have documented meth- maintenance. ods to update any moves and correct addresses that fail the coding process. Based on govern- We have discussed the importance of validat- ment regulations or contracts, a company may ing new addresses as soon as possible using need permission from a customer to update an USPS-certified software. In addition to properly address. Actions could include mailing notices formatting and validating the correct ZIP Code that include a feedback form, electronic sub- information from Coding Accuracy Support mission information or a call-in number. Using System or CASS software, mailers should run the double postcards or self-mailers can reduce the addresses against the National Change of Ad- costs associated with these steps. dress (NCOALink) database. Just as important, the addresses that fail the But once is not enough. CASS process need to be corrected. Prioriti- zation should be given to addresses that have 5 Addressing the mail berkshire-company.com REGULAR CHECK-UPS 02 severe failures (e.g., no street number, missing apartment or suite number, no ZIP Code, etc.). Customer service representatives should contact the customer through alternate means, includ- ing email and telephone. Mailers may also want to take advantage of the USPS Address Element Correction (AEC) or AECII Services. Keeping mailing addresses up to date is an ongoing process. Regular updates using CASS and NCOAlink software will provide the required information to detect moves and identify errors. Taking action as soon as moves or errors are detected reduces return mail, postage costs and most importantly – bad customer interactions. 6 Addressing the mail berkshire-company.com 03 VALIDATE BEFORE PRINT We’ve recommended verifying ad- ed and only deliverable pieces are created. A side file with corrections and errors can be sent dresses when your company back to the list owner. receives them, and then checking the database on a regular basis Transactional documents generally rely on leg- after that. But the process doesn’t acy applications that aren’t easily changed. By stop there. As the commercial says, using post-composition software, programmers “Wait, there’s more.” can extract the addresses from the documents, execute address hygiene applications, and place Mailers should also run their addresses through the updated addresses back in the print file. This verification software directly before printing – same step can be used to electronically presort statements, bills or direct mail.
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