Many of our clients use a post-mailing USPS process for obtaining address updates by printing the USPS endorsement of Address Change Service (ACS) on their mail piece. Experian Data Management Services has recently tracked client usage of ACS records and has learned that some clients do not understand what to do with them. One of the most common questions we are asked by direct mailers is: “What does a ‘Temporary Away’ (Nixie W code) mean and when do we mail it again?”
We are working on identifying such records prior to the mailing as opposed to after the mailing, so these can be dropped and another record can be chosen prior to be mailed. Identifying these records prior to the mailing can make your ROI even higher by reaching more of the intended recipients on the first try and, thus reducing USPS UAA mail and ACS related charges (manual charges for ACS returns can be up to 50 cents per piece). Direct mailers should also not mark a temporary away (W) as a permanent do-not-mail.
Identifying these records prior to the mailing can make your ROI even higher by reaching more of the intended recipients on the first try and, thus reducing USPS UAA mail and ACS related charges.
Another strategy direct mailers need to understand is why an address is marked UTF (Unable to Forward) or UAA (Undeliverable as Addressed). A recent Experian Data Management Services test of a large catalog client’s UAA and UTF records that were addressed to a Delivery Point Verified address (a perfectly addressed and coded mail piece) found that:
- 50% of these records had a name never associated with that address used
- 48% had a name that was no longer associated with the address used
- 2% had that name and address still be reported as current (it was a USPS carrier error to return it)