Are you getting returned mail in your marketing campaigns? If you are mailing at First-Class rates, mail will be returned as undeliverable for various reasons:
- The person or business addressed moved and did not file a change of address with the post office.
- The person addressed is deceased.
- An apartment number or suite number was not included as part of the address.
- An internal mailstop number wasn't included - some large companies require this before their internal mailroom will deliver it.
There will always be a certain portion of a mailing list that may not be deliverable. The Post Office statistics say that 20% of the population is in transit at any point in time. A return rate of up to 10% is considered to be industry standard and should be factored into your budget. An even higher percentage of people leaving their positions at businesses do not file change of address forms. This is especially true in this time of Covid 19.
Consideration should be given if it is more important to follow the person to their new address or if a change of address wasn't filed, to get the mailpiece returned - OR is it more important for the mailpiece to get delivered to a specific address rather than to the specific person.
Returns can be minimized by mailing at bulk mail rates rather than 1st class or by adding “Or Current Resident” to the address or in the case of business addresses - mail to the department rather than a specific person, i.e. Attn: Marketing Director.
Some thought should be given to these issues prior to mailing -- talk to us and let us give you strategy advice.
DBS - Helping you mail smarter!
