A well-designed address database is crucial for maintaining address quality, streamlining operations, and reducing costs. This article explores the key elements of address database design, optimization strategies, and maintenance practices that contribute to maximum efficiency.
Key Elements in Address Database Design
The structure of an address database directly impacts its ability to support accurate and efficient mailing operations. Key elements to consider include:
1. USPS Name and Address Elements:
- Adhering to USPS standards not only ensures compatibility with address validation and correction tools but also instills confidence in the accuracy of your database.
- Essential elements include primary address number, pre-directional, street name, suffix, post-directional, secondary address designator, secondary address number, city, state, and ZIP code.
2. Internal Mail Stop Information:
- Include fields for tertiary unit designators and numbers to accommodate complex addresses. NOTE: these can look exactly like regular secondary address information. But, this information is not regulated by the USPS.
3. PMB (Private Mail Box) Designator and Value:
- For addresses served by Commercial Mail Receiving Agencies (CMRAs).
4. Multiple Addresses:
- Storing different address types (e.g., physical, mailing, shipping) not only supports various business needs but also provides a flexible and comprehensive system.
- Retain prior addresses for historical tracking and analysis. Additionally, prior addresses may allow mailers to find a way to reconnect with a recipient after the current address is no longer utilized
5. Foreign Addresses:
- Design the database to accommodate international address formats.
Optimizing Storage for Deliverability
Efficient storage of address information is critical for ensuring deliverability and reducing errors. Consider the following guidelines:
1. Street Address Lines:
- Minimum: Two 40-character address lines.
- Preferred: Two to three 50-55 character address lines for optimal readability and compatibility with windowed envelopes.
2. Address Quality Metrics:
- Leverage CASS™-certified software flags to assess address quality.
- As applicable to a businesses address needs, evaluate the need for and storage of informational codes and results, including: DPV® codes, Enhanced DPV® codes, DPV® Footnote Codes, SuiteLink® Return Codes/Footnotes, LACSLink® Return Codes/Footnotes, and DPV® Vacant Flags.
- ACSTM information received from actual mailings to a given name and address
Leveraging Available Data from the USPS
The USPS provides a wealth of data that, when integrated into address databases, can significantly enhance accuracy and efficiency, empowering businesses with powerful tools.
1. CASSTM (Coding Accuracy Support System):
- CASSTM attempts to standardize the address per Pub 28 by matching it to a known range of addresses.
- Via other processes and result values, provides flags describing the quality and nature of the address, including error codes and element change codes.
2. NCOALink® (National Change of Address Linkage System):
- Identifies permanent move updates.
- Key data points include footnotes for the type of match, level of match, move effective date, and, of course, the new address (when domestic and able to be provided)
3. ACS™ (Address Change Service):
- Provides notifications of undeliverable mail.
- Includes deliverability codes and action codes to indicate the reason for non-delivery.
- For Changes of Address, includes the new address – including if foreign
By incorporating these data points, businesses can proactively identify and correct address errors, reducing undeliverable mail and improving overall efficiency.
Maintenance Strategies
An address database is not a static entity. Regular maintenance is essential for preserving its accuracy and effectiveness. Key strategies include:
1. Regular Updates:
- Due to new construction, population changes, and the USPS’s constant efforts for better efficiency, address information is updating all the time
- Plus, people and businesses move. Use NCOALink® and ACS™ to update address records with move information.
2. Data Entry Best Practices:
- Implement data entry protocols to minimize errors.
- Validate addresses at the point of entry using real-time address verification tools.
- Quality addresses are far more easy to maintain
3. ACS with Secure Destruction:
- Use USPS ACS™ and Secure Destruction services to receive information on mail piece issues quickly and in electronic format while ensuring that sensitive documents are securely disposed of
Understanding Limitations
Nothing is 100%:
- USPS does not create the addresses – Builders, Communities, and Complexes do.
- 300,000+ Carriers record and update the nature and status of the address.
- Especially where there is an address deficiency, the individual Carrier’s knowledge will determine if correct and successful delivery can be performed
The best thing mailers can do is ensure that they are capturing a quality address up front and ensuring they have proper maintenance processes.
Driving Operational Excellence Through Effective Address Database Design
The creation of a well-structured address database is pivotal for enhancing operational efficiency and ensuring the reliability of mailing processes. By aligning with USPS standards, optimizing storage solutions, and leveraging valuable data from USPS services, businesses can significantly improve address accuracy. Regular maintenance and adherence to best practices further bolster the integrity of the database.
Ultimately, a meticulously designed address database not only fosters operational excellence but also leads to cost savings and improved customer satisfaction.
NOTE: To learn more about the Perfect Address and Address Management Best Practices, visit GrayHair Software at the National Postal Forum, April 27 to 30. If you are unable to attend NPF and would like a copy of our presentation slides, get in touch today at engage@grayhairsoftware.com.
