Mailpiece Design & Address Quality - the Greater Atlanta Postal ...

Mailpiece Design & Address Quality
National PCC Day, September 21, 2011
Greater Atlanta Postal Customer Council
Robbie Butler, Mailpiece Design Analyst, Capitol Metro Area, USPS
WWanda d Senne, S National N ti lDi Director t PPostal t lDDevelopment, l t WWorld ldM Marketing, k ti Inc.
I

Agenda
� Th The Challenge Ch ll – UUndeliverable d li bl as Add Addressed d MMail il (UAA)
� The Business Impact of UAA
� USPS ® � USPS Solutions to Ensure Address Quality
® Solutions to Ensure Address Quality
� Move Update Tolerance
� Mailpiece Design
� Q & A
2

Can Can You You Recognize Recognize A A Bad Bad Address? Address?
3

� Success of a Direct Mail campaign
– 20% attributed to the CREATIVE
– 40% attributed to the OFFER
– 40% attributed to the LIST
� Your message delivered to the right
person at the right address is critical!
The 3 Cs of Address Quality:
� Complete
� Correct
� Current
20/40/40

Solutions to Ensure
Address Quality Update
Standardize
Validate
5

1
6
7
8
9
Code address via CASS
Certified TM address matching
software with
DPV ® and LACS Link®
2
Did the address
DPV Confirm?
Y/N
YES
Update movers (NCOA LINK ® )
(pre mailing process)
A l ACSTM Apply ACS t TM to
mail piece (post mailing process)
Mail
Update address list with
new ACS information
NO
3
Send bad
addresses
to AEC/AEC II ®
YES
4
Bad address
fixed/ZIP + 4 ®
fixed/ZIP + 4 ®
coded?
5
Suppress bad
addresses from
mailing list
NO

Non-USPS ® Offerings
� Non-validated records from one or more CASS Certified
matching engines
� Uses consumer database(s)
� Matching for:
– Add Address element l t correction ti
– Secondary address correction/appendage
– Name correction
– Change of address
� Pass back through CASS engine for USPS certification
7

� CASS Report p 3553
� DPV ®
� LACS Link®
� Total ZIP + 4 ® Coding
� CASS Summary Report
� AEC Summary Reports
NCOALi k® � NCOA S R t
Link® Summary Report
Documentation From List Vendor
Illustration: Microsoft® Clip Art

Form 3553 – Important Numbers
9

Form Form 3553 3553 – Important – Other Significant
Numbers
Information
10

Suite Link® - What Is It?
� SuiteLink candidate records have known secondary deficiency
– No suite number included in the address
� August 1, 2011, all CASS/MASS certifications for Cycle
N require the use of SuiteLink N require the use of Suite to append suite numbers
where matches are available
– Do not have to print the suite number on the mailpiece

What is Move Update?
Move Update describes the process of periodically
matching a mailer’s address records with customer-
filed Change-of-Address Change of Address orders received and
maintained by the Postal Service.
Move Update =
Fewer Forwarded and Returned Mailpieces
12

Who Must Use Move Update?
� Presorted or Automation prices for First-Class Mail ®
� Standard Mail ® prices
� Addresses on mailpieces updated using an approved
method within 95 days y prior p to the mailing g date
� First-Class Mail or Standard Mail mailpieces with
exceptional or an alternative address format are not
required to meet Move Update (mail is not forwarded)
� “Or Current Resident”
� Postal Customer

� 4 Pre-Approved Methods:
Move Update Methods
� Ancillary Service Endorsements
� ACS, OneCode ACS ® , and Full-Service ACS
� NCOALink ®
� FASTforward ® Multiline Optical Character Reader

Move Update
� Mailing with passing score of 70% (tolerance 30%) or higher
will pass verification
�� Mailing with score below 70% will fail verification if there are
also more than 5 pieces with COAs not updated
� Only failed pieces above tolerance pay assessment
� If 40% of f COAs COA not-updated t d t d
� Assessment applied to 10% (= 40 - 30) of mailing
� Assessment = $0.07 per piece at acceptance
� Both First-Class Mail and Standard Mail
Move Update
Failed COAS
Total COAs
- 30 %
x 7 ¢ x (pieces in mailing)
15

Example: Standard Mail Letter
Mailing Size: 100,000 Postage
Postage 5-Digit Auto ($0.237) $23,700
Assessment for failed percent
above tolerance
$0.07 per piece
40% of COAs not updated
Pieces assessed:
10,000 (10% = 40 – 30 tolerance)
Assessment: 10,000 x $0.07 = $700.00 + $23,700 = $24,400
80% of COAs not updated
Pieces assessed:
50,000 (50% = 80 – 30 tolerance)
Assessment: 50,000 x $0.07 = $3,500 + $23,700 = $27,200

Mailpiece Design
Robbie Butler
Mailpiece p Design g Analyst y
Capitol Metro Area
United U ted States Postal osta Se Service ce

• Complete delivery address
• No nonmachinable
characteristics
• May be prepared as letters,
folded self-mailers, or booklets
• Booklets and folded self- selfmailers
must be tabbed
according to DMM
specifications
spec cat o s
Machinable Letters

Automation Compatibility
Automation Compatibility
Characteristics

Shape Matters
Letters must be rectangular rectangular, with four square
corners and parallel opposite sides
Exception:
Exception:
Letter-size pieces made of
card stock may have “Finished
Corners” that do not exceed a
maximum radius of .125 inch
(1/8” inch)

Di Dimensional i l St Standards d d - LLetters tt
33-1/2” 1/2”
5”
6-1/8” Minimum
Maximum Weight
for
Machinable Letters
11-1/2”
Aspect Ratio
Length divided by
Height must equal
between 1.3 to 2.5
Maximum
Maximum Weight
3.3 oz. for
*3.5
Automation Letters oz.
Thickness
Maximum = .25”
Minimum = .007”
Up to 4 1/4” x 6” = .007”
*If the design exceeds
either 4-1/4” 4 1/4 Height or
6” Length or both,
must be minimum .009”
*Heavy letter mail
weighing more than 3
ounces must have a
barcode in the address
block and be prepared in a
sealed envelope

6” Inches
Height
Height
Example 1
9” Inches - Length
Example 2
Address OOrientation
1/8” Thick
Example 3
Length
Height

Aspect Ratio
Does NOT Aspect
meet Ratio
Aspect
OK
Ratio

�� Avoid Creating Rigid Mail
Flexibility
� Your letter or card design must bend easily when subjected to a transport
belt tension of 40 pounds around an 11-inch diameter turn

Avoid Closures or Odd Shaped
Items
� Clasps strings
� Clasps, strings,
buttons, or similar
closure devices or. . . . Contains items such as
pens, pencils, or loose
keys or coins that cause
the thickness of the
mailpiece to be uneven

Avoid Plastic
� Poly-bagged, polywrapped or
enclosed in any plastic material
AMY JONES
4532 WEST DRIVE
SAN ANTONIO TX 78284-9623
*Some translucent envelopes (made of paper material) can be automation compatible

Barcode Positioning Requirements

� Barcode Clear Zone
� 5/8” from bottom
� 4-¾ from right
Lower Right Corner vs Address Block
� Address Block
� Barcode above or
below address
� Within 4” from bottom
� ½” clearance right
and left
� 5/8” from bottom
� Separation between the barcode and
top line or bottom line of the address
block must

POSTNET Barcode & PLANET Code
*.028” inch Minimum for new IMB
.028” Above and
Below NEW IMB
Window Envelopes
Recommend maintaining
1/8” clearance between any
address information and all
window edges

Reflectance and Print Contrast

“White” or light pastel colors work best for the background and “Black” ink works best for print color
ABC Company ABC Company ABC Company
ABC Company
1 Main St
1 Main St
1 Main St
1 Main St
LOS ANGELES
BOB SMITH
CA 90214-1304
XYZ COMPANY
9876 ELM ST STE 110
LOS ANGELES CA 90214-1304
ABC Company
1 Main St
LOS ANGELES
BOB SMITH
CA 90214-1304
XYZ COMPANY
9876 ELM ST STE 110
LOS ANGELES CA 90214-1304
LOS ANGELES
BOB SMITH
CA 90214-1304
XYZ COMPANY
9876 ELM ST STE 110
LOS ANGELES CA 90214-1304
ABC Company
1 Main St
LOS ANGELES BOB SMITH CA 90214-1304
XYZ COMPANY
9876 ELM ST STE 110
LOS ANGELES CA 90214-1304
LOS ANGELES BOB SMITH CA 90214-1304
XYZ COMPANY
9876 ELM ST STE 110
LOS ANGELES CA 90214-1304
ABC Company
1 Main St
LOS ANGELES
BOB SMITH
CA 90214-1304
XYZ COMPANY
9876 ELM ST STE 110
LOS ANGELES CA 90214-1304
LOS ANGELES
BOB SMITH
CA 90214-1304
XYZ COMPANY
9876 ELM ST STE 110
LOS ANGELES CA 90214-1304
ABC Company
1 Main St
LOS ANGELES BOB SMITH CA 90214-1304
XYZ COMPANY
9876 ELM ST STE 110
LOS ANGELES CA 90214-1304
ABC Company
ABC Company
ABC Company
ABC Company
1 Main St
1 Main St
1 Main St
1 Main St
LOS ANGELES
BOB SMITH
CA 90214-1304
LOS ANGELES CA 90214-1304
BOB SMITH
LOS ANGELES BOB SMITH CA 90214-1304
LOS ANGELES BOB SMITH CA 90214-1304
XYZ COMPANY
XYZ COMPANY
XYZ COMPANY
XYZ COMPANY
9876 ELM ST STE 110
9876 ELM ST STE 110
9876 ELM ST STE 110
9876 ELM ST STE 110
LOS ANGELES CA 90214 90214-1304 1304
LOS ANGELES CA 90214-1304 LOS ANGELES CA 90214 90214-1304 1304
LOS ANGELES CA 90214 90214-1304 1304
ABC Company
ABC Company
ABC Company
1 Main St
1 Main St
1 Main St
LOS ANGELES BOB SMITH CA 90214-1304
LOS ANGELES
BOB
CA
SMITH
90214-1304
LOS ANGELES BOB SMITH CA 90214-1304
XYZ COMPANY
XYZ COMPANY
XYZ COMPANY
9876 ELM ST STE 110
9876 ELM ST STE 110
9876 ELM ST STE 110
LOS ANGELES CA 90214-1304 LOS ANGELES CA 90214-1304 LOS ANGELES CA 90214-1304
*While other background and print color combinations are possible, consult with your local MDA for
specific guidance

� Avoid These Types of Stock
� Glossy
� Porous – Barcodes will “Bleed”
� Newsprint, Textured Stock,
� Uncoated Corrugated Mailers
� Thin paper stocks
Paper Stock & Background
� Image bleed thru from inserts or other pages
� Background Concerns
� Recycled Paper
� “Security Paper”
� Patterns

Tell me and I will forget; show me and
I may remember; involve me and I
will ill understand.
d t d

Questions