In a conference call on March 10 organized from FEDMA’s offices in Brussels,  I presented a proposal to industry leaders from the US and countries throughout Europe to combine forces and resources to improve the “address industry”.  The presentation concerned the need for the data industry players to combine their efforts to improve the amount and quality of postal address data.  I  made the case for this effort to be launched now in view of the changing nature of cross-border postal traffic, the need for greater efficiency and accuracy in delivery by the posts and businesses, and the competitive media choices advertisers and shippers are dealing with.

I have concluded there is a need for an Association of the Address. As I have in the past suggested should be done, I have now done it myself and called for the development of an association that would “address the issue of the address” world-wide to bring to the attention of business leaders, postal officials, regulators and policy-makers the importance of addressing and postcode data which is current, clean, correct and available on fair terms.

With many posts promoting e-commerce and export initiatives by small and medium-sized businesses and the retailing community in general, the need for improved addressing accuracy and quality for this higher value traffic will become even more important.   After all,  the value of the packages will be increasing, and the concern of the addressees will be increased because they have ordered and paid for these things.  The addresses MUST be correct.

In any event,  to slow or stop the continual reduction in mail volumes due to continuing e-message substitution, the ROI on direct mail MUST be improved, and the quickest and easiest way to accomplish that is by improved data hygiene and reductions in undeliverable as addressed mail.  The posts don’t appreciate this, and we need to tell them.

Following my presentation, and in response to my call for volunteers, a Steering Committee was formed to discuss the next steps in the process.  The Committee consists of Sheila Donovan, Global DM Solutions (US); Emma Gooderham, Allies Computing (UK); Merry Law, Worldvu (US); Graham Rhind, GRCDI (Netherlands); Joerg Schneider, Deutsche Post Dialog Marketing (Germany); John Callan, Ursa Major Associates (US);  Alexander Singewald (Netherlands); Alastair Tempest, FEDMA (Europe).

The webinar may be viewed HERE. It is approximately 45 minutes and you may skip the first 8 minutes or so when we were awaiting callers to connect.

Expressions of interest in serving on the Steering Committee, or in being kept informed of our progress and work, are most welcome. Email your name, title, company name, phone number and email to Address@prescottreport.com.  An expression of interest will not commit you or your company to any obligations.