If you answered “yes” to the question above – keep reading.
I assume that none of us enjoy being called hypocritical. If this is the case, then how can you be Green and support direct mail programs with extraordinarily high rates of non-deliverable mail? We are killing millions of trees and just adding to landfills…a total waste of our environment and your budget dollars.
How do we know this is happening? The USPS reports that they process more than 158 billion mail pieces in a fiscal year. Of those, it identified almost 6.8 billion pieces (4.3 percent) as UAA (Undeliverable As Addressed) costing the USPS more than $258 million dollars in waste. This does not include the billion dollars the USPS spends annually on forwarded mail and returned mail.
The Problem with Non-Deliverable Rates
No mailer really understands their non-deliverable rate for a number of reasons:
- They focus on the responders, not the non-responders
- They measure their success based on looking at overall program averages
- They have no desire to optimize their programs
- They have been told by their current data processing vendor that there is no better service
- They mail using “Standard” postal rates which does not return non-deliverable mail to the mailer
Lastly and most importantly, most marketers do not know that we have the most robust, state-of-the-art data hygiene database and data hygiene processing facility in the U.S.
Your non-deliverable records can be fixed or flagged so you are not wasting our natural resources or your marketing budget. Plus, you can optimize your mail programs.
It is easy math…10% fewer non-deliverables means a 10% increase in your response rate with zero increase in cost!
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