® MTAC Workgroup 116 Great Addressing to Increase the Value of Mail MTAC Meeting August 1, 2007

Issue Statement for Workgroup 116  Mail is an important communication tool for businesses ●Cost effective way to promote goods and services  Value is lost when the mail never arrives, arrives late, or to the wrong recipient ●Poor addressing ●Inaccurate address information ●Individuals have moved or are deceased ●Message is unwanted

Initial Meeting – Identification of Opportunities  Identified the types of “unwanted” addresses  Discussed some of the current industry and USPS available tools ●Noted legal restrictions for some of these tools  Considered a best practices approach to improving address value ●Presort optimization; record merging and selection  Environmental benefits of mail  New tools and technologies to assist with communicating undeliverable or unwanted mail ●Workgroup 97 and 104 recommendations

Other Issues / Barriers Identified  Larger Mailers Versus Smaller Mailers ●Larger mailers tend to have access to more suppression lists and advanced targeted marketing resources ●Smaller mailers may be unaware of these suppression lists, or have concerns with cost and complexity  Diminishing Returns ●Some mailers may simply view the extra efforts as too costly and are willing to take their chances  Mailing Quotas ●It was noted that some industries have quotas for their direct mail campaigns based on total pieces mailed, not necessarily actual responses

Knowing Our Audience  Creating multiple value propositions ●Chief Marketing Officer ●Chief Information Officer ●Mailroom Manager ●Mail recipient  Taking the report beyond a traditional white paper ●Exploring other venues for promoting great addressing  Can we leverage local Post Offices  PCC events  Industry associations

Moving Forward  Identified a rough meeting schedule ●Series of face-to-face and teleconferences  Some of the meetings to coincide with major industry events  Possibly create subgroups to focus on identified areas of interest ●Education and Marketing ●Outreach to the Mail Moves America organization ●Environmental Benefits of Mail and Other Facts ●Tools / Technologies ●Best Practices for Advanced Address Quality

Interested Parties Should Contact Co-chairs USPS Co-chairs  Charles Hunt  James Wilson Industry Co-chairs  Jody Berenblatt  Chris Lien To join workgroup 116, please contact the workgroup co-chairs: