1-800-melissa - Melissa Data

Sept Mar ‘08 ‘11
Vol. 15 17 No. 62
MAILERS +4 SPOTLIGHT
1-800-MELISSA
INSIGHT
Are you taking advantage of all the address quality tools in
MAILERS+4?
You should be. Who wants to be bothered with costly, undeliverable mail
and wasted postage? Not you, because you’re a smart mailer. That’s why
we make it so easy to benefit from all the available address quality tools
in MAILERS+4. Yes, you could disable some of these functions, but why?
Address Check Result Codes
MAILERS+4 returns a variety of Address Check Result Codes to give you an idea of why
an address was not coded. You’ll find a description of the codes in the User’s Manual
beginning on page 227. Included in those codes are AS16 and AS17 which would appear
in the Result field following address check processing.
AS16 Address is vacant: Address has been unoccupied for 90 days or more.
AS17 Alternate delivery: Individual address does not receive mail but delivery is made to
an alternate address or has potential for delivery in the near future.
About 6 percent of UAA mail volume is due to the address
being vacant or because the Postal Service does not make
delivery to the address.

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Using AS16 and AS17 Result Codes will allow
mailers to make an informed decision about
mailing to these addresses. As the vacant
address is reoccupied, or once mail delivery has
been established for the address, the vacant
and no-stat flags are removed. These tables are
updated monthly so mailers have access to the
latest information about an address.
If you would like to enable the ability to view these, and the other Address Check Result
Codes, follow the steps in the first FAQ in this issue
Early Warning System (EWS)
EWS is a file that lists by ZIP Code new street
names that are not yet available within the ZIP
+ 4 ® data file, and therefore not incorporated
into the current update of the software. Today,
ZIP + 4 data is extracted from the Address
Management System (AMS) approximately
30 days before its “official” release date.
New streets that are activated after extract of
the monthly ZIP + 4 product release are not
accessible to address matching products until a subsequent product release. If a valid
address is updated with erroneous match results, the address will remain incorrect unless
there is manual intervention. Published weekly, the EWS file prevents potential miscodes
of new streets that are added to the ZIP + 4 database between the monthly scheduled
updates.
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Where do you find and control the options for EWS and Vacant Table?
From the main menu tool bar, click on
1. Tools
2. System Options
3. Program Options
In the Address Check arena, be sure the
Disable vacant record error box is not
checked.
In the On Startup arena, you’ll want
checkmarks for both options, the MAILERS+4
Program Updates*, and the EWS Updates.
*The Startup Program Updates automatically notify you every time you open MAILERS+4
if program updates are available, such as patches for known issues.
As long as you’re here, you might want to be sure that you don’t have SuiteLink and
AddressPlus disabled. These are two more valuable address quality tools that will help
reduce undeliverable mail. Note: SuiteLink will be mandatory for automation discounts when
CASS Cycle N becomes effective Aug 1, 2011.
For assistance with any of the Program Options, please contact our tech support team.
They will be happy to help you make the best selections for your mailing needs.
800-635-4772, opt 4.
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Featured Add -On
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Segmentation… It all comes down to the latitude, longitude, and the
right attitude
Geocoding enables the segmentation that helps you develop strategic
marketing campaigns based on the known consumer traits of the contacts in
your database. In addition to adding the latitude and longitude coordinates
to addresses, Melissa Data geocoding solutions also add census tract
and block numbers to each record that can be linked to Census Bureau
demographics – providing you a closer look at your best market, and the
opportunity to seize the competitive edge in an aggressive marketplace.
Market segmentation allows you to focus your marketing resources and
appeal to potential customers in ways that are most likely to get them
to become loyal customers. Using segmentation, you can speak to the
needs and interests of different groups; you can determine whether there
is a product/service fit in high opportunity segments; you can weigh whether product
enhancements or new products might appeal to targeted groups.
Read more about geocoding and segmentation in the February Marketing Advisor
You can easily incorporate the geocoding process into your
list management routine using MAILERS+4. Just be sure
to run the geocoder function after you have processed your
addresses for ZIP + 4 code accuracy. GeoCoder can then
append the lat/long and tract/block numbers to the more
discrete 9-digit ZIP Code level rather than the broader
5-digit ZIP, enabling more accurate, fine-tuned results.
GeoCoder data is updated quarterly to ensure you have the
most current data associated with the ZIP + 4 codes.
Don’t have the GeoCoder add-on? You can order it directly from your software. Click
on GeoCoder in the main menu bar on the left of the screen when you open a list in
MAILERS+4.
Find more info on GeoCoding in MAILERS+4, download the product sheet here.
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MAILERS + 4 FAQ
1-800-MELISSA
Q: What steps do I need to take to get the Result codes for the DPV Vacant and No-Stat
records?
A: The process is easy. Just follow these 4 simple steps:
1. Create a field in your list by using the “Database” and “Modify” feature if you are
using a .dbf file. (If you are using another file type you can open your file in the
appropriate database manager.)
2. Name the field “Result” and give it 20 characters in length. Make sure it’s a character
type.
3. Click the “Format” button on the left toolbar and format this field as “Result Code” on
the “Others” tab.
4. Run address check and any records that are “Vacant” will return a result code of
AS16 or AS17.
Q: What’s the difference between Records in a Radius and ZIPs in a Radius?
A: Records in a Radius tells you how many records in your mailing list are located within a
given range from a central ZIP Code. It can also append the distance from the central ZIP
Code to each of the records in your list.
Using a given ZIP Code as a center point, Zips in a Radius will report all the ZIP Codes
located within a user-defined radius. ZIPs in a Radius will return ZIP Codes, Distance
(in miles), City, State and County. You do not have to have a list open in MAILERS+4 to
access the ZIPs-in-a-Radius function.
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Melissa Data Update
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Do you get our Marketing Advisor? Sign Up Now! It’s all about Direct Mail
Marketing… the Good, the Bad, and the Ugly!
Solution Spotlight for February: Direct Mail: Enrichment & Segmentation
Read the current issue, or past issues now!
What’s new at Melissa Data?
Auto Owner’s Lists
Focus your targeted marketing communications to automobile owners across the U.S. Our
new Automobile Owners database is ideally suited for: extended warranty offers; financial
services; insurance; new and used auto offers; auto clubs; aftermarket accessories; and
much more. This database is multisourced: aggregated from automobile dealerships;
insurance companies; and audio service providers. Click here for more information.
Melissa Data completes certification for CASS TM Cycle N six months
ahead of schedule
Certification comes a full six months ahead of the USPS ® July 31, 2011 expiration of
CASS Cycle M. In order to continue to qualify for postal automation discounts, all CASS
vendors must deliver CASS Cycle N to their customers beginning May 1, 2011. New
requirements in Cycle N mandate SuiteLink processing that improves the number of
deliverable mailpieces for automation discounts by adding known secondary information
(suite numbers) to business addresses. You can read the press release here!
Upcoming Trade Shows
Enterprise DataWorld – Apr 3-7, Chicago, IL
Collaborate – Apr 10-14, Orlando, FL
National Postal Forum – May 1-4, San Diego, CA
Internet Retailer – June 11-14, San Diego, CA
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Resources
1-800-MELISSA
USPS/Canada Post/Global Mail Resources
Find all the information you need revolving around postal issues and services via these
great postal resource sites:
>>Melissa Data Resource Center – Postal Pickups
Find a little bit of everything here, including USPS, Global, and Direct Marketing news.
>>DMM Advisory.com
Stay on top of the news you need from the USPS with this site, or sign up to receive their
newsletter.
>>USPS Newsroom
Read the latest news releases from the USPS.
>>Canada Post News
Find the latest press releases from Canada Post here.
>>Postalnews.com
The daily news digest of the postal world.
>>Universal Postal Union (UPU)
Find recent press releases from the UPU on global mail issues and activities.
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POSTAL UPDATES
1-800-MELISSA
Postal Service Relaxes Requirements for Mandatory IM ® Barcodes
Recognizing ongoing concerns about mailers’ readiness for broader adoption of the Intelligent
Mail ® barcode (IMb ® ), the USPS has decided that automation discounts for mail with
POSTNETTM barcodes will continue to be offered beyond May 2011. Mailers also may
continue to use the POSTNET barcode for reply mail (such as Business Reply Mail (BRM),
QBRM and Permit Reply Mail) and PLANET Code ® for Confirm ® Service. The relaxing
of requirements beyond the planned May POSTNET retirement timeframe allows for an
easier transition to the full use of the IMb while continuing to receive automation discounts.
USPS Withdraws 75% Move Update Tolerance Increase for January 2,
2011
The Postal Regulatory Commission (PRC) ruled that the USPS proposal to raise the Move
Update tolerance level to 75% would count as an inferred price increase, which would
count against the CPI-based price increase for 2011. As a result, the USPS has withdrawn
this planned increase. To read the text of the notice, click here: PRC web site.
Mailing Services Prices to Change April 17, 2011
The Federal Register published the final rule to revise domestic pricing and eligibility standards
associated with the April 17, 2011, Mailing Services price change.
Revisions include the introduction of commercial base and commercial plus pricing for
First-Class Mail ® parcels. They also will implement changes previously proposed to eliminate
the sale of Standard Mail ® (including nonprofit) stamped envelopes. Further, with this
final rule, the Postal Service revises the standards for determining singvle-piece weights for
flats mailed at Bound Printed Matter, Media Mail ® , and Library Mail prices. The final rule can
be viewed on the Postal Explorer ® website at pe.usps.com by clicking on “Federal Register
Notices” in the left frame.
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1-800-MELISSA
Editor’s note…
We appreciate your feedback on our
newsletters and suggestions for topics
to cover that will help you maximize the
benefits of MAILERS+4, or any other
product or service from Melissa Data. Send
your comments to editor@melissadata.
com.
Watch for your next issue of the
MAILERS+4 Insight at the end of April.
You’ll be able to access it from the
Welcome screen in your MAILERS+4 May
update. You can find all the archived copies
of the MAILERS+4 Insight, plus a whole
bevy of newsletters, articles, white papers
and case studies in our Resource Center.
Useful Mailing Links
Industry Insights – Catch the latest news on the postal
industry, USPS, and direct marketing hot topics.
http://www.melissadata.com/postal/postal-links.htm
USPS RIBBS ® Website – Get access to USPS products
and services for business mailers. http://ribbs.usps.gov
Melissa Data Resources – Links to our white papers, case
studies, and insightful articles to help you get the most out
of your direct mail, marketing, data management initiatives.
http://www.melissadata.com/resources
Discussion Forums – Ask questions, talk product and get
fast answers in our discussion forums.
http://forum.melissadata.com
Contact Information
Melissa Data Software Product Manager:
Ken Brashears
ken@melissadata.com
Melissa Data Technical Support:
tech@melissadata.com
1-800-635-4772 x4 (6 am to 5 pm PST)
The following trademarks are owned by the United States Postal Service ® : Confirm Service; DPV; First-Class Mail; Intelligent
Mail; IMb; Media Mail; Postal Explorer; PLANET Code; Postal Service; POSTNET; Standard Mail; SuiteLink; USPS;
United States Postal Service; ZIP; ZIP Code; ZIP + 4.
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