The Simple Guide to Better Mail Delivery (UAA)
The Problem: Massive Mail Waste
The numbers show just how big the waste is every year:
- First Class mail accounts for nearly 30 billion wasted pieces.
- Marketing mail accounts for over 17 billion wasted pieces.
- 5% of addresses on the average mailing list contain errors.
- 2.5 billion pieces are treated as mail waste annually.
Did you know? When Marketing Mail is UAA, it's often thrown away without the sender ever knowing their message didn't arrive.
The 3-Step Strategy: Complete, Correct, Current ("3C")
To fix this, you need a smart, layered approach to address quality. BCC Software recommends a "Good>Better>Best" framework focusing on making your data Complete, Correct, and Current.
1. GOOD: Make Your Addresses Complete & Correct with CASS
The first step is verifying the format of every address using CASS (Coding Accuracy Support System) certified software.
- What it does: It checks your address against the official USPS database, corrects mistakes, and adds things like the full ZIP+4 code.
- Tools: Solutions like BCC Mail Manager, Bulk Mailer® SMB, and BCC Architect handle this essential step.
- Why it matters: If the address isn't structurally correct, nothing else you do will work.
2. BETTER: Make Your Addresses Current with Move Updates
The next challenge is: Did the recipient move?
- NCOALink®: This tool uses the official USPS Change of Address records to update your mailing list before you mail.
- PCOA (Proprietary Change of Address): Since not everyone tells the USPS they moved, PCOA uses other sources (like magazine subscriptions and utilities) to catch even more moves.
- Why it matters: Keeping your list current drastically reduces the mail that will come back or disappear.
3. BEST: Use Advanced Correction & Suppression Services
The most successful mailers add extra steps to clean up their lists even further.
| Service | Goal |
| Secondary Correction (ARS) | Fix "broken" addresses that CASS can't completely verify. Address Resolution Services (ARS) uses deep logic to repair tough cases. |
| Suppression | Remove wasteful and inappropriate records before mailing |
| Deceased suppression to avoid waste and family distress. | |
| Vacant, Duplicate, Prison/Inmate, and Do-Not-Mail suppression to further save money. |
- Why it matters: These tools shrink waste, protect your brand, and boost your campaign's performance.
The Bottom Line: Quality Data is Not Optional
Ignoring address quality is a strategic threat that leads to:
- Wasted print and postage.
- Lower response rates and lost sales.
- Negative customer experience and brand impact.
By adopting the "Good > Better > Best" framework, you can reduce UAA mail, increase deliverability, and see a better return on your mailing investment.
