Trends in Print and Mail

One aspect of effective address management that needs to be considered is establishing and following a production process with high integrity. In other words, there are controls in place that make sure the correct document goes into the correct envelope with the correct address. Accuracy during production impacts address management by reducing volumes of return mail and ensuring accuracy in postal documentation.

Most return mail received by companies is caused by address issues. The address may be incomplete, incorrect or the recipient may have moved. Many of those issues may be avoided using software to clean addresses when they’re entered into the system, on a regular schedule or directly before print.

Mail may also be returned because of errors in the production process. Smeared ink may make the address illegible. Improper folds can cause the address to not appear in the envelopes’ window. Double-stuffs can change the order of pages – or even worse – insert someone else’s information into the wrong envelope.

Accurate management of the print and mail stream determines the correctness of the documentation filed with the US Postal Service (USPS). Damaged pieces must be removed from the “Mail.dat” file. Postage due amounts, potentially including discount qualifications, need to be recalculated. Under the new Mailers Scorecard Program, all of this will now be tracked by the USPS.

There are different methods of implementing a high-integrity production system. Common characteristics of the best systems include:

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When using mail to communicate with your customers, the address is the keystone – the lynchpin that holds together the content, creativity, production and delivery of documents. Keep your system running smoothly by formatting, updating and maintaining addresses as soon as the organization acquires the information.

Companies may attain addresses individually or as part of a list. A prospect or customer may initiate contact through the mail, by telephone or on a website. Or the company may receive a group of addresses - by purchasing a list, or receiving a batch update from a customer (e.g., an insurance company receives a list of employees). In both cases, the addresses should be validated for completeness and accuracy as soon as possible.

The United States Postal Service (“USPS”) has established standards for the proper formatting of addresses (Publication 28 - Postal Addressing Standards). Following the proper standards improves the deliverability of the mail, reduces the amount of return mail and allows for participation in postage discount programs. Companies can use USPS-certified software that puts addresses into the proper format and validates the correct ZIP Code information. The certification is known as the Coding Accuracy Support System or “CASS”.

For individual addresses, a company may choose to validate addresses in real-time or in a batch mode. To check individual addresses automatically, the company’s software bounces the address against a CASS-certified engine using an application programming interface (“API”). Many people who order on the internet have encountered this type of update. They enter an address on an order form and on the next screen, the address is presented in the correct USPS format with the full ZIP+4 code displayed. The API software may interface with CASS software installed locally or via an internet subscription (SaaS).

Using “real-time” correction reduces the numbers of address errors in a database. Postal coding software often makes changes to an address, like the street directional or unit designation. If the information is being entered by a customer service representative, they can confirm the change with the person during the call. If the person is entering information on a website, they’ll be able to validate the coded address.

If the systems don’t allow for an API interface, or if the company is receiving lists of new customers, then batch jobs checking all new addresses should be scheduled nightly. Not only does this practice ensure conformity with postal regulations, it exposes any errors as soon as possible. It also allows the company to start correcting those errors before any mailpieces are sent out – and returned as undeliverable.

For any customer or prospect lists received, the batch job should also include running the list against the National Change of Address (“NCOALink”) database. Using NCOALink is one method of being compliant with Move Update - matching the mailer's address records with change-of-address (“COA”) orders received and maintained by the USPS. There are four approved and two alternative Move Update methods. Mailers can meet the Move Update requirement in the following five ways:

In the 1990s, my favorite speaker at the National Postal Forum (NPF) was Paul Green. In addition to being a fellow Irish-American from Greater Boston, Paul shared my passion for the mailing industry. Most of all, Paul loved to talk about addresses – and their critical role in the print-mail process. No matter how well-designed, beautifully printed or efficiently created, unless a mailpiece gets delivered to the right recipient, it’s a waste of money.

Paul’s experience with addressing started much earlier. He worked for an insurance company that was one of the first adopters in using software update addresses. The goal was to review the computer database and validate that addresses were compliant with United States Postal Service (USPS) standards. Paul was so essential to the success of the project, the software company hired him.

At the NPF, Paul spoke about how to implement a good address hygiene program and reduce returned mail. He supplemented the numbers, regulations and acronyms with a style that approached evangelicalism. In fact, he started each class with, “In the beginning (pause), was the address.”

Paul may be retired, but his message remains valid. Having the correct mailing address is the keystone to a successful print-mail operation. And this is true whether we’re discussing transactional mail, advertising mail or parcels. To effectively communicate with your customers, you must have a professional address management program.

An effective address management program isn’t an isolated occurrence. Instead, it involves deploying tools and getting feedback throughout the customer communication process. The goal is to keep the customer interaction loop intact and continuous.

“No one sends important documents through the mail anymore.”

“First Class Mail is disappearing.”

“'Snail Mail' is an anachronism is the ‘Age of the Internet’.”

We hear these phrases, or ones that are very similar, on almost every consulting engagement that involves inbound mail. Of course, these opinions are normally from people who don’t work with many physical documents (e.g., IT professionals) or people who are far removed from the daily workflow (e.g., executives). It then becomes part of our assignment to educate everyone on the importance and impact of physical mail on their business.

Of course, there are some truths in these statements. Many documents are sent via email or other electronic transfer methods. The volumes of First Class Mail arriving at businesses have declined. And any mail being delivered by a dawdling terrestrial mollusk probably isn’t that important.

However, the letters, flats and packages arriving at corporate mail centers each day are important. For many customers, the only communication they have with their vendors is through the mail. Companies must develop policies and strategies to service those customers. A sound strategy that includes:

A successful operation is built around people, process and technology. In print and mail operations, the equipment used to process inbound and outbound documents is becoming faster, more accurate and more expensive. Upgrading your systems will mean a significant investment in dollars and other resources.

In past posts, we’ve encouraged the use of a Requests for Proposals (RFP) for major purchases. Companies can use the RFP to fully explain their existing situation and challenges, as well as the goals to be met with the new technology. We recommend that our clients provide as much detail as possible about their current operation – volumes, file formats, processing times, paper types, information technology infrastructure, etc. If possible, give vendors physical samples of the “typical” documents in their final form.

As with RFPs for outsourcing, most companies have standard questions from the purchasing, procurement or legal departments. In addition to those questions and pricing information, here are 20 questions you should ask when purchasing equipment:

Choosing a vendor for print or mail services (or both) can be similar to buying a new car. First, a lot of research on the internet. Checking out vendor websites, searching for news stories and reading online reviews. Next you reach out to people you know, and ask for their recommendations and experience. Then, you start contacting vendors.

After you’ve narrowed your selection, it’s time to start finding out more the finalists. If your company is looking to find a long-term partner, your best tool would be the Request for Proposals (RFP) process. For a “one-off” project, you may request bids from the vendors. In either case, you still need to learn more about the vendor than just their pricing.

When we help companies draft RFPs for outsourcing, there may be dozens of questions. Usually, there are standard questions from the purchasing, procurement or legal departments. There are application-specific questions – file formats, service-level requirements, postage costs, presort availability, materials, etc. Then there are questions that appear in almost every RFP.

In addition to pricing, here are 20 questions you should ask when selecting a print/mail service provider:

When evaluating a function as a candidate for outsourcing, the three most important factors to consider are: