Advo Updates List Weekly With USPS' CDS Data
Advo Inc. said yesterday that it is updating its mailing list on a weekly basis using information from the U.S. Postal Service's Computerized Delivery Sequencing service.Advo worked with the postal service over the past four years to test the improvement to the CDS, which organizes 145 million residential and business addresses by carrier route in the delivery walk-sequence of the carrier. Companies use this information to prepare their mailings for USPS processing, which lowers their postage rates.
In the past, full- and partial-CDS address changes were available from the USPS in alternating months for qualified mailers. Advo said the new process trims up to seven weeks from the current procedure.
"The weekly update … will help ensure that our clients' mailed advertising is reaching the most up-to-date households, driving superior response," Matt Spahn, chief marketing officer at Advo, said in a statement.
Advo now gets the USPS address changes weekly, and along with data from its mailing programs, uses the information to update its mailing list. Advo's list includes 132 million residences and 13 million businesses, virtually all 145 million U.S. mailing addresses.
In addition to using its proprietary mailing list to support its shared mail program, Advo markets the list to third parties through American List Counsel.
