List Hygiene — ABCs of Improving Address Quality

Well, you can choose to not mail them­—that would reduce your postage, since these “non-qualified” pieces would be subject to a higher postage rate. The only problem with just deleting the addresses is that 60 percent of those addresses will generally be delivered.

That’s a lot of prospects to ignore, or worse still, subscribers to aggravate. If the list is subscribers or association members, you may want to work with your client to have them send mailings to those non-CASS addresses to ask for better addresses.