Kurt Ruppel

Kurt Ruppel is Director Postal Policy and Marketing Communications at IWCO Direct. He is a member of the Mailers’ Technical Advisory Committee (MTAC) and serves on the Board of Directors at the Envelope Manufacturers Association (EMA), where he is also Vice Chair of the EMA’s Postal Affairs Committee. He can be reached at kurt.ruppel@iwco.com.

Direct mail remains an important part of many marketers' multichannel mix, capable of cutting through the electronic messaging clutter and driving strong ROI. However, direct mailers must adapt to the rapid changes taking place in the U.S. Postal Service. Financial flexibility, congressional action and marketers’ adoption of data-driven technology are among the key issues forcing it to evolve.

The quality of the address is one of the most important components to ensure your mail is delivered. When the recipient's address is accurate and complete, the U.S. Postal Service can deliver the mail quickly and easily. But, if the address is incorrect or missing an element, or if the recipient has moved, the mailpiece could become undeliverable-as-addressed (UAA) mail.

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