Undeliverable As Addressed Mail Part 2: The Move Update Standard
Undeliverable as Addressed mail has long been a plague on the USPS. And it’s nothing new. The term “Nixie” has been around since the 1880s, Elvis lamented about his letter returning in 1962. And the Postal Service has spent more than a half century working with stakeholders, advisory committees, and mailers to come up with some way to encourage accuracy.
In part one, we introduced you to UAA mail. We discussed the reasons it might be considered undeliverable, the common USPS treatment for UAA mail, and the potential costs associated with it.
Today, we’re looking at the big document that guides address accuracy, looking at how it came to be and the approved methods for staying in compliance.
Data Accuracy and Delivery
Today, this solution is known as the Move Update Standard. It’s been around in some form since 1997 and it’s been an important tool in helping reduce the volume of UAA mail. But how did it come to be?
Tools Have Been in Place for Decades
From address correction to NCOA, the USPS has spent the past half century working to increase accuracy and reduce undeliverable mail. Though processes have evolved, many of the building blocks have been in place since the USPS became an independent body in 1970.
1973: USPS began testing what’s now known as alternative addressing (John Doe or Current Resident) for bulk catalogs and tabloids. Previously, undeliverable catalogs were discarded.
1974: USPS introduced centralized address correction service at post offices, eliminating the need for letter carriers to maintain address files. Within three years, this manual process became automated.
1985: USPS introduces Address Change Service (ACS) for Periodicals. Publishers received COA information via magnetic tape on a weekly or monthly basis. The program was expanded to Third-Class Mail in 1989, and First-Class & Fourth-Class Mail in 1990.
1986: National Change of Address (NCOA) program launched, containing 36 months of permanent COA orders filed with the Postal Service.
1987: Coding Accuracy Support System (CASS) created to verify ZIP Code Accuracy.
1993: Address Element Correction (AEC) introduced to evaluate addresses that could not be resolved by address-matching software.
Mid 90s: USPS develops Locatable Address Conversion System database to provide information on address changes due to 911 conversions and street renamings.
The Evolution of the Move Update Standard
How did we get where we are today? In short, the mail industry got here by continuing to send mail without updating mailing lists. Since its introduction, the goal has remained the same: Reduce the amount of UAA mail.
Unfortunately, as we mentioned in part one, the USPS still needs to handle over four billion pieces of UAA mail every year. Which is why the Standard has evolved to become more stringent and costly for mailers that fail to comply.
1997: First-Class Automation & Presort Discounts
By 1997, after a spirited debate on implementation, the first iteration of the Move Update Standard was in place, targeted to presort and automation First-Class Mail.
At the time, it was easy for a mailer to satisfy the requirements—simply use one of the tools available at the time every six months.
2008: Expanding the Coverage, Reducing the Update Time
But as technology to verify evolved and costs associated with UAA increased, the USPS updated the Standard. Minor tweaks took place in the first decade of the Standard, but it wasn’t until 2008 that a significant change was finalized.
In November 2008, the timeframe to make an update was reduced from six months to 95 days, and the mail classes included in the Standard was expanded to include what’s now known as Marketing Mail.
2010: Changes, Charges, and the Groundwork for Today’s Standard
A revision in 2010 gave us change-of-address error tolerances, Performance-Based Verification, and per-piece noncompliance charges. But as you’ll see, these requirements will become more stringent and more costly.
2016-2018: Mailer Scorecards, Green & Secure, Address Quality Census Management
Starting in October 2016, the USPS introduced the Mailer Scorecard and began to count any mistakes made by mail preparers when entering mail for Full-Service delivery. Samples were gone and tolerances dropped.
In 2018, the USPS revised the Move Update Standard once again, publishing changes in the March 15 and April 12 Postal Bulletins.
Green & Secure Alternative Move Update Method Option:
On April 8, 2018, the USPS added Green & Secure as an Address Change Service option. This allows for one of two destruction options to reduce the handling costs associated with returning mailpieces to sender.
Address Quality Census Measurement and Assessment Process (AQCMAP):
Published to the March 15, 2008 Postal Bulletin, the AQCMAP entered the DMM on May 7, 2018.
“Mailers who submit any Full Service volume in a calendar month will be verified pursuant to the Address Quality Census Measurement and Assessment Process beginning in the next calendar month. First-Class Mail and USPS Marketing Mail letter and flat-size mailpieces with addresses that have not been updated in accordance with the Move Update standard will be subject to the Move Update assessment charge, if submitted via eDoc with unique Basic or Full Service IMbs”
When all was finalized, any mailpieces for the previous month exceeding a 0.5% threshold that have not been updated in accordance with the Move Update Standard would be assessed a $0.08/piece Move Update Assessment Fee.
Today: A Modest Prevention Cost, a Significant Reduction in Risk
Today, the Move Update Standard still requires mailers who claim First-Class Mail presorted or automation prices or USPS Marketing Mail prices to demonstrate that they have updated their mailing list within 95 days before the mailing date.
Meeting the Move Update Standard isn’t incredibly complex. There are multiple means to an end—and mailers can choose whatever method or combination of methods they find to be the most effective and efficient.
Many Options to Comply: Approved Methods
As mentioned above and soon to be clarified in a later article, mailers must use one of the USPS-approved methods within 95 days of the mail date. Per the Move Update Guide,
“The Move Update standard is met when an address used on a mailpiece in a mailing for any class of mail is updated with an approved method and the same address is used in a commercial First-Class Mail or USPS Marketing Mail mailing within 95 days after the address has been updated. Except for mail bearing an alternative address format, addresses used on all pieces claiming USPS Marketing Mail prices are required to meet the Move Update standard.”
Something we’ll discuss in much greater detail in part three of this series, here are some of the approved methods before and after mailing to remain compliant and avoid fees.
National Change of Address Link (NCOALink): A USPS-approved pre-mailing address correction service that aligns your mailing list with the USPS Change of Address database.
NCOALink Mail Processing Equipment: Use Mail Processing Equipment to match a printed address with NCOA Database and spray an updated Intelligent Mail Barcode in the barcode clear zone.
Address Change Service (ACS): A post-mailing service that allows mailers to electronically receive COA information and other reasons for non-delivery. Though many of the ACS options are acceptable, not all do—as we’ll discuss in part three.
Ancillary Service Endorsements (ASE): Another post-mailing service that allows the USPS to send a mailer COA information, Ancillary Service Endorsements combine notification requests with instructions for the USPS on how to handle UAA mail. This is a constantly changing topic, so be sure to stay tuned for the latest by subscribing to our newsletter.
Note: Pre-mail methods must be used on new mailing lists or lists older than 95 days. Failure to update within 95 days based on results of a post-mailing method will result in noncompliance.
We will discuss each of these methods including treatments and nuances in part three of this series.
Alternative Methods
In addition to pre- and post-mailing services available to mailers, there are two alternatives for First-Class Mail that require prior authorization and are available in specific scenarios.
99% Accuracy: Some mailers may qualify for this service, but the process requires application, testing, and verification. See more in pages 45-46 of the Move Update Guide.
Legal Restraint: If a legal restriction prevents a mailer from using Postal Service COA information without permission from addressees, you may be authorized to use this method.
Finally, the use of Alternative Addressing (i.e., mailpieces designated occupant or other approved phrase) will not subject mail to Move Update, but also limits the services you can use.
Better Ways to Reach Your Audience
Compliance is one thing. Execution is another. The topics mentioned above are the first step in ensuring that your mail gets where it’s supposed to. If you follow the 80-page Move Update Guide to perfection, you likely won’t be subjected to additional costs.
There are processes in place that take you beyond compliance. And that’s what part three will discuss: How to go beyond compliance and recognize mailing list perfection.
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