List Management: Hygiene & Best Practices for Effective Mailing
Managing a mailing list efficiently is key to ensuring that your messages reach the right audience. Whether you're sending newsletters, promotions, or critical business communications, following best practices in list management, hygiene, and address verification can save you time and money.
How to keep your mailing list in top shape:
1. Ensure Address Completeness
Missing address details can result in undeliverable mail or increased postage costs. Use software solutions to fill in missing elements such as:
ZIP + 4® codes
Street names
Cities and states
Directional indicators (e.g., North, South)
2. Verify and Correct Addresses
To maintain deliverability, verify each address for:
Accuracy (correct spelling and formatting)
USPS-approved abbreviations (following Publication 28 guidelines)
Proper city, state, and ZIP Code™ combinations
3. Keep Addresses Updated
Addresses frequently change due to relocations or municipal updates. Regularly updating your list helps reduce undeliverable mail and improves efficiency. This can be achieved through:
The National Change of Address (NCOALink) database checks
Merging/purging outdated addresses
Best Practices
Pre-Mailing Optimization
Before sending out mail, consider using these USPS-supported tools:
NCOALink: Matches addresses against a database of 150+ million permanent address changes.
CASS (Coding Accuracy Support System): Standardizes addresses to USPS-preferred formats, correcting errors and optimizing postage rates.
Post-Mailing Solutions
Even after sending, maintaining an effective mailing strategy is crucial. Address Change Services (ACS) provide insights into undeliverable mail through three main formats:
Traditional ACS: Electronic notifications for undeliverable mail.
One Code ACS: Address corrections using the Intelligent Mail® barcode.
Full-Service ACS: Available for mail qualifying for Full-Service discount postage, providing additional tracking benefits.
Using Ancillary Service Endorsements
These endorsements allow senders to obtain updated addresses or reasons for non-delivery:
Address Service Requested: Provides forwarding information for a limited period.
Return Service Requested: Mailpieces returned with updated address details or reasons for non-delivery.
Change Service Requested: Electronic notifications of address changes, with the original mailpiece discarded.
Effective list management is an ongoing process. By implementing these best practices, you can improve deliverability, enhance customer engagement, and reduce unnecessary costs. Regularly auditing your mailing list ensures that your messages reach their intended recipients efficiently and accurately.