Are You Ready for Move Update?
More than 44 million Americans change their addresses each year. Many of them are good customers of yours - customers you value and who are important enough for you to mail regularly. But not all of them have told you they have moved. If you want to keep these customers, make sure your mail reaches them.
The Postal Service is stepping up its efforts to reduce undeliverable as addressed (UAA) mail. Standard mail must go through the Move Update process to receive automation discounts beginning November 23, 2008. Effective on that date the USPS is changing the frequency of required Move Update processing from 185 days (6 months) to 95 days (3 months) prior to the mailing date.
Why is compliance with Move Update important to you?
- Because UAA is costly for you and the Postal Service
- Because UAA mail delays or prevents delivery to the addressee
- Because in order to claim certain discounted prices, compliajnce with Move Update standards is required.
Except for mail bearing an alternative address format (such as "Current Resident"), addresses used will be required to meet the Move Update standard. This applies to all Standard Mail (letters,flats,parcels, and non-flat machinables) as well as automation-rate and presort-rate First Class mail.
There are different ways to meet the Move Updsate requirement. Address Change Service (ACS) is an electronic enhancement to manual methods of providing change-of-address information to mailers. It significantly reduces the volume of printed address-correction notices and centralizes and automates address correction information to mailers.
- Ancillary Service Endorsement.
- Address Change Service (ACS).
- National Change of Address Linkage (NCOALink™) System.
- FASTforward®.
- Alternative Move Update Methods (Legal Restraint or 99 Percent Accurate).
According to USPS officials, the new standards are vital to the continued viability of the postal system. One of the great threats to the system is UAA mail. In recent years the Post has delivered some 10 billion pieces of UAA mail at a cost estimated in the billions.
A recent study of UAA mail found that mail entering the mail stream as Standard Mail accounts for over 60 percent of all UAA mail volume.
Postal officials say that the new standards will lead to better address quality by removing incorrectly addressed pieces from subsequent mailings, which will in turn reduce UAA mail.
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Marketing Tips to Remember Here are a few marketing tips to keep in mind when you're considering launching a new campaign.
- Most businesses will get 80% of their sales from 20% of their customers. Know exactly who those 20% are and aim your advertising to that segment.
- Research is a vital part of your marketing plan. Your effort should produce answers to who your prospects are, and where, why, when, and how they are converted into active buyers.
- As your business grows, prepare a strategic marketing plan looking at how your product or service will meet the long-term needs of your customers.
- Dramatically increase your odds for a direct mail response by including a self-addressed, stamped or postage paid envelope.
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Maximizing Leads
Here are a few ideas that'll help you maximize your sales leads, and transform them from prospects into customers.
Program Management
Appoint a program manager to ensure that each step of the sales process is supported and completed.
Lead Qualification
Quality, not quantity, is key when it comes to leads. So use one or several methods to pre-qualify inquirers.
Sales Force Motivation
If you refer leads to an outside sales force, be sure the sales reps "buy into the system" and follow up on leads.
System Management
You need to decide whether an in house or outside lead management and fulfillment system is best for you. Among factors to consider are: personnel, training, facilities, equipment, contact management software, and all the costs these will incur.
System Analysis
Measurement and reporting are necessary to be sure you're maximizing the leads you generate. Be sure all the inquiries go into a database, which then provides a wealth of information for reports.
(Taken from Target Marketing)
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