Undelivered cross-border mail A mailer’s perspective

1. Undelivered cross-border mail A mailer’s perspective The Universal Postal Union Global Addressing Summit April 23, 2010 By: Daniel Rutenberg Vice President of Marketing

2. IAPA, part of the Collinson Group IAPA is part of The Collinson Group, a privately owned company with an annual turnover of more than $180 million

3. Undelivered cross-border mail A mailer’s perspective • Will illustrate the economic impact • Will provide recommendations … for the benefit of other mailers facing similar issues

4. Direct Marketing • Volume of Mail • Several millions • Declined over the past few years • Database • Cleansing • Data is current Addresses are deliverable!

5. Direct Marketing Campaign • Mailing lists • One of the most significant keys for success in DM is your list! • Data Processing Computer Bureau • Data hygiene & cleansing • Merge/Purge • Address standardization

6. Merge/Purge Processing Overview Dupes Samples

7. Data Output Ready - Canada Data Output Ready – Mexico & Venezuela

8. Lettershop - Personalization

9. International Postal & Distribution Services • Postal rates have increased over the years • Postal costs have increased from 15-20% to 35-50% of total mailing costs! • In most cases, postage cost is determined by piece & piece weight!

10. International Postal & Distribution Services • Work with reputable Postal and Distribution Service providers • We have tested multiple mail drop points & services around the world • Mail drop – transition to local postal administration

11. POSTAL LIMBO Where is my mail?

12. Responses Received • Responses started to come in! • Response rate of 0.25 to 3% • What happened to the 99.75 or 97% of the recipients that didn’t respond to your offer? • Returned and undelivered mail (UAA) DID I SAY RETURNED AND UNDERLIVERED MAIL?

13. Undelivered Mail • You are going to have mailing pieces that will not reach its final destination • It is imperative that you get the returned and undelivered mail back to you • This could help you saving money!

14. Undelivered Mail • Returned mail is categorized • Identify trends & take proper actions • Lacking of Global Delivery Point Validation (DPV) Systems

15. Undelivered Mail • Requirements to make a mailing address deliverable • Countries with no postal codes or descriptive addresses vs. countries with grid or planned address systems • We receive more undelivered mail from developed and developing nations than from underdeveloped countries • We get 5% of returned and undelivered mail

16. The Economic Impact of Undelivered Mail • It’s determined by the number of pieces that didn’t reach their destination • Mailers should avoid mailings these names over and over • Suppress undelivered names, this could save you money over time • Helping the environment by mailing less pieces that will end in land fields

17. Tools & Resources • Mail delivery has improved over time • Available resources: • Addressing tools and POST*CODE® • Postal codes and addresses look-ups

18. Enhance Customer Experience • Empower the users with Data Capturing

19. Considerations & Recommendations • Universal “Do Not Mail” Files • COA notification in foreign countries • Service or cost center for Posts, impact to terminal dues? • Mailers to consider costs for usage of “Do Not Mail” and/or COA files • Barcoding

20. Conclusions • Pay attention to your undelivered and returned mail • Posts need to talk to mailers more often • Posts need to educate mailers • Posts and mailers need to implement and adopt these best practices!

21. Thank you! Q&A Daniel Rutenberg Vice President of Marketing Tel: 972 535 0401 Fax: 972 535 0284 Daniel.Rutenberg@iapa.com