# Presentation: 005478

## MTAC Workgroup 116Great Addressing toIncrease the Value of Mail

- MTAC Update
- January 31, 2008

**Postal Co-chairs:****	****	****Industry Co-chairs:**
- Charles Hunt			Jody Berenblatt
- charles.hunt@usps.gov		jody.berenblatt@bankofamerica.com
- James Wilson			Chris Lien
- james.d.wilson@usps.gov		chris.lien@businessobjects.com

## Issue Statement for Workgroup 116

- Issue statement dated April 16, 2007
- Mail is an important communication tool for businesses
- Cost effective way to promote goods and services
- The Value of mail is lost when the mail does not  arrive, arrives late (“stale”), or is delivered to the wrong recipient
- Inaccurate/Inadequate address information
- Individuals have moved or are deceased
- Message is unwanted and/or offensive

## Key Discoveries of This Workgroup

- There is a broad range of perceptions about mail
- One person’s “junk” is another’s treasure
- Suppression of deceased individuals is not always a good idea and has its own set of issues
- Memorial donations, legacy names
- Mail causes a huge ripple in an even larger pond
- So many areas are impacted by mail
- Jobs, economy, commerce
- Keep it in perspective
- What is the value to each person, company, family
- Political mailings, small business

## Evolution of Identifying Mail Value

- The industry has reacted and is actively responding to the myths and misunderstanding
- DMA Mail Preference File
- Expanded its value by providing consumer choice
- Removed the $1 fee
- Promotion materials to espouse the value of mail
- Mail Moves America
- Web page contains significant facts about the value of mail
- Updated surveys on mail value
- Jobs, financial impact on the economy, political and non-profit dependencies

## Workgroup Report and Results

- Final editing stages of our report
- The value of mail – economic and environmental
- Setting the record straight – Responding to the myths, misunderstandings, and misguided comments about mail
- Keeping up with customers on the move
- Suppression Lists – what they are, how to use them
- Application of available address quality tools
- Best practices and overall return on investment (ROI)
- Data Mining – targeting the right person the right way and reducing duplicate mail pieces within the same mailing
- How to get involved – sources for more information and associations
- Plan to submit our report in mid February, 2008

## Thank You Workgroup Contributors!

- Adam Collinson, Pitney Bowes
- Anita Pursley, Quebecor World
- Ben Cooper, Mail Moves America
- Benjy Uhl, nFocus
- Bob Gillen, Epsilon
- Carmen  Diquollo , Time Customer Services
- Charles Hunt, USPS
- Christopher Lien, Business Objects
- Chuck Cairatti, Parris Printing
- Chuck Kettler, OnePass Data Solutions
- Darron Holland, USPS
- David Robinson, Pitney Bowes
- David Dufford, RR Donnelley
- Deborah Sanders, USPS
- Diane Elmer, Cox Target Media
- E. C. Nix, DST Output
- Ed Gleiman, Direct Marketing Association
- Gerri Harrison, Check Free

- Hank Martin, Address Vision
- Irene Chen, Pitney Bowes
- Jay Chambers, Acxiom
- Jerry Cerasale, Direct Marketing Association
- Jim Wilson, USPS
- Jody Berenblatt, Bank of America
- Joe Lubenow, Lubenow and Associates
- Kathy Pescetti, AdMail West
- Keanon Swan, Sprint Mailing Services
- Ken Miller, Pitney Bowes
- Mark Zona, OnePass Data Solutions
- Mike Fanning, USPS
- Paul Robbertz, Pitney Bowes
- Robert Dunhill, Dunhill International List
- Roger Brown, Pitney Bowes
- Steve Colella , Calmark, Inc.
- Wallace  Vingelis, Anchor Software
- Wanda Senne, World Marketing
- Wayne Orbke, Bowe Bell & Howell