Why Accurate Addressing Matters More Than Ever

Bad addressing (i.e., any address that’s erroneous or incomplete) creates other adverse effects, which, if ignored, will cost catalogers a great deal more than just the cost of paying postage on mail that will never get delivered.

For instance, very few mailers cull their lists of the names of deceased persons. Mailing to the dead, particularly after survivors have made an effort to have the mailings stop, leaves the impression that either commercial mailers are insensitive louts or the cost of postage is way too cheap, and a more sizeable rate increase is well in order. Mailing to the deceased, underage children or Bosco the dog serves only to stoke the ardor of those who believe government should stem the flow of unsolicited, unwanted mail by creating mandatory “do-not-mail” lists, just as is the case today with do-not-call, do-not-fax or do-not-e-mail lists.