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MTAC Workgroup 116 Great Addressing to Increase the Value of Mail

MTAC Workgroup 116 Great Addressing to Increase the Value of Mail. MTAC Update November 7, 2007. Postal Co-chairs: Industry Co-chairs: Charles Hunt Jody Berenblatt charles.hunt@usps.gov jody.berenblatt@bankofamerica.com James Wilson Chris Lien

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MTAC Workgroup 116 Great Addressing to Increase the Value of Mail

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  1. MTAC Workgroup 116Great Addressing toIncrease the Value of Mail MTAC Update November 7, 2007 Postal Co-chairs: Industry Co-chairs: Charles Hunt Jody Berenblatt charles.hunt@usps.gov jody.berenblatt@bankofamerica.com James Wilson Chris Lien james.d.wilson@usps.gov chris.lien@businessobjects.com

  2. Issue Statement for Workgroup 116 • Mail is an important communication tool for businesses • Cost effective way to promote goods and services • The Value of mail is lost when the mail does not arrive, arrives late (“stale”), or is delivered to the wrong recipient • Inaccurate/Inadequate address information • Individuals have moved or are deceased • Message is unwanted and/or offensive

  3. Discussion Topics Thus Far • Identified the types of “unwanted” mail • Identified different types of suppression lists and attributes • Source, costs, purpose, potential benefits • Considered USPS offering a consolidated approach to offering suppression lists via “link” technology • The workgroup dismissed this approach in favor of the industry offering this and self policing • Considering having the DMA offer their tools via a “link” format to facilitate broader application

  4. Discussion Topics Thus Far - Continued • Noted that certain postage discounts may promulgate unwanted or undesired mailer behavior • Presort optimization, high-density discounts • Suggested not counting addresses flagged for suppression when calculating high-density routes • Discussed environmental benefits of mail • Established an outline of a report • Will include data suppression, mining, and best practices to improve mail value • Will include environmental and economic value of mail

  5. Concerns Express Related To This Workgroup • Are there unintended consequences? • Will the illumination of the various suppression lists work against the industry? • Is this workgroup appropriate for MTAC? • Does it fit within the traditional role of an MTAC workgroup? • Is there technical advice that this group can provide in the spirit of what MTAC represents? • What will our final product be? • Are there other resources beyond a report that we can provide or suggest?

  6. Next Steps • Continue working on a report • The value of mail – economic and environmental • Setting the record straight – Responding to the myths, misunderstandings, and misguided comments about mail • Suppression Lists – what they are, how to use them • Application of available address quality tools • Best practices • Return on investment • Data Mining – targeting the right person the right way and reducing duplicate mail pieces within the same mailing • How to get involved – sources for more information and associations • Workgroup is scheduled to conclude February 29, 2008

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