One of the biggest advantages of bulk mail is the bulk rate. The bulk rate is 30% to 60% cheaper than the typical first class letter. However, if the recipient has moved bulk mail does not get forwarded or returned unless you put specific words on your mailing. Every year people move, your database becomes less accurate, and your bulk mailing never makes it to the recipient.

The answer for cleaning up your mailing list - Ancillary Service Endorsements (ASE) from the USPS. Another method, National Change Of Address can be used in place of, or in conjunction with, ASE. NCOA is a service that corrects the addresses prior to your mailing. This article addresses ASE. NCOA is addressed (pardon the pun) in the article "Where did they go?" For more information about NCOA or ASE call Wolf Mailing and Marketing Services (405) 239-6245.

Is Ancillary Service Endorsements right for you?

The answer is yes...IF you are repeatedly using your own database or want 1st class automation discounts. . ASE is a great way to keep your database current and get your message to those that have moved and remain in your market area.

If your customer moves within your market area they could clearly buy from you again. However, without the proper words printed on your mail piece, bulk mail with the wrong name and address ends up in the Postal trash. How many pieces from your current mailings end up in the trash? No one knows. The USPS says approximately 1/3 of all mail is incorrectly addressed. We also know approximately 20% of America moves once a year. When was the last time you updated your entire mailing list?

It is far cheaper to retain the customer's you have, than obtain new ones. Wolf recommends a mailing program that does both: retain present customers and obtain new ones. This article focuses on one way you can help retain the customers you have by keeping your database current with the proper wording on your mailing, you can get the new address for customers that may have moved. The Post Office will provide the new address if it is available. If the recipient has moved out of your market, then delete the name from your list. If they are still within your market, then correct the record within your mailing list. If you plan on mailing once or twice to the names on any given mailing list then Ancillary Service Endorsements (ASE) is likely not for you.

What about the cost?

The cost will vary according to what you want back from the Post Office.

If you have never used Ancillary Service Endorsements (ASE) before then be prepared for a larger expense the first time. NCOA is the best proactive method to update your database prior to your mailing going out.

Some customers avoid additional expenses for updating the database. This is not logical. Updating your database does two things: 1) Reduces expense by omitting names whereby the mail was being thrown away . 2) Increasing response by identifying customers new address and maintaining the prior relationship. Any money spent updating your database could be compared to amount spent on printing, mailing, and postage that was being thrown away (literally) by mailing to inaccurate addresses. After your first mailing using ASE you will find out how many of your pieces were previously thrown away.

Wolf customers who update their list regularly will obviously have more successful mailings since more of their mail is delivered successfully to the right address. The additional cost to receive the correct address will be offset 1) additional sales and 2) by your reduced waste, which you had been previously paying for. If you are omitting more names than you are adding the money saved could be used for prospecting new customers.

Simple to do....no forms, no sign up procedures

Simply choose which service you want from the Post Office and then place a few words on your mail piece as indicated below. There are specific regulations for the Ancillary Service Endorsement. You should call Wolf Mailing or your Post Office for the proper format for ASE.