DMA: Allow Credit, Driver Data for Address Verification

Share this content:
The Direct Marketing Association is urging the U.S. Postal Service to support the use by marketers of credit headers and driver's license data as address correction tools. Such a step would help reduce the estimated $1.8 billion the USPS spends on undeliverable-as-addressed mail, the DMA said.


The DMA made the request as part of comments it filed last month on a USPS proposal that would require mailers to update their mailing lists every 90 days rather than the current 180 days.


Mailers until recently could use driver's license and credit header information along with the postal service's National Change of Address data to reduce UAA mail, the DMA said, but now are prohibited from doing so. The use of driver's license data was halted by the Transportation Appropriations Bill of 2000. The use of credit header information was halted in 2001 through FTC regulations that were part of the Gramm-Leach-Bliley Act.


Mailers now rely solely on the postal service's NCOA file to reduce UAA mail in their mailings, the DMA said, which leaves up to 20 percent of changed addresses uncorrected.


Jerry Cerasale, DMA senior vice president, government affairs, said the USPS proposal to increase the frequency of use of the NCOA file is a first step toward cutting its costs.


"But it does not go nearly far enough toward making lists more accurate -- the real problem causing the volume of undeliverable mail to skyrocket," he said. "Legislators looking at privacy policies, at the federal and state level, need to be more cognizant of the law of unintended consequences."


close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above