How CASS Certification Improves Your Mail Deliverability

What does CASS Certification mean?

Coding Accuracy Support System (CASS) is a unique certification and system designed by the United States Postal Service (USPS). It aims to improve the accuracy of postal codes and addresses on mailpieces and software.

CASS is especially helpful for software developers, databases, service bureaus, and mailing lists that use the USPS address database. These entities can use CASS to test, match, and validate their addresses against the official USPS address list.
When software, lists, or businesses become USPS CASS certified, they have passed all the checks and balances required for standardizing and validating addresses.

If you are a business that depends on sending direct mail to prospects or current customers, using CASS-certified software or mailing lists is not a luxury but a necessity.

The certification ensures the information you use in address-matching software is accurate and meets USPS mailing standards. It also ensures that USPS can deliver your mail accurately and efficiently, as systems are more aligned.

Why Does Address Accuracy Matter?

Anyone using software or mailing lists to send out correspondence wants as many to reach their intended recipients as possible.

Incorrect addresses lead to mail being returned to the sender, wasting postage, materials, and labor for mailers. In cases where direct mail is used for marketing purposes or prospecting, you can miss out on potential leads and sales, costing you even more.
CASS-certified software can clean and correct their address lists before mailing, significantly increasing the likelihood that your mail ends up in the right hands.

Accurate addresses mean mail flows through USPS faster, improving speed and reliability. For time-sensitive deliveries or e-commerce deliveries, address accuracy becomes even more vital.

Software and businesses that are CASS-certified will experience improved logistics, meet legal requirements, and provide a better customer experience.

Address accuracy also helps with efficient mail processing and sorting. The USPS’s automated systems depend on each address meeting specific criteria, which include accurate zip codes, delivery point codes, and carrier route codes. When these codes are inaccurate, manual intervention is necessary. This slows down the time it takes for your mail to get processed.

When addresses are accurate, everyone wins.

Understanding the USPS CASS Certification Process

The certification process is straightforward. The software, list, or data must meet a list of requirements graded by USPS and other entities. Should it meet these requirements, it can become CASS-certified.

CASS Eligibility

Any business or entity handling consistent bulk mailings, developing mailing software, or managing mailing lists is eligible for CASS certification. For instance, software that helps process or correct address information should be CASS-certified. Those who provide automated mailing services must-have lists that match USPS standards, making it mandatory in these cases.

Certification Cycles

Certifications must remain up-to-date, incorporating any new changes or standards implemented by USPS. CASS typically works via biennial certification cycles, though this timeline has not been consistent.

For instance, the most recent update – CASS Cycle O – was implemented on August 1st, 2023, and is expected to run until 2028.

At the same time, some businesses may need to update their certification every 180 days.

Stages of Certification

CASS certification has two (2) stages:

1. Stage 1 (Optional Self-Testing): Developers, businesses, and other mailing stakeholders perform this step first. They can test their software against a simple address file provided by the USPS with the expected outputs. Think of it as a ‘practice test’ to identify and fix any errors before the real certification. Stage 1 tests and results are strictly for internal use and would not be a valid submission to USPS.
2. Stage 2 (Official CASS testing): This is the formal test for CASS certification. During official certification, the USPS provides a data file of test addresses. The list is processed using the registered software or mailing list applications. The result is then submitted to USPS for scoring and evaluation. Meeting or exceeding the thresholds set by the USPS in all of the provided criteria leads to certification.
   For your mailing needs, use lists or software with stage 2 CASS certification, as it can adjust your existing data, provide you with the most up-to-date addresses, and improve the success of your campaigns.

Testing Criteria

So, what are these metrics that software or businesses must meet or exceed? These criteria focus on the software’s ability to accurately perform several key address-related functions:

• 5-Digit ZIP Code Accuracy: The software must correctly identify and assign the 5-digit ZIP Code with 98.5% accuracy.
• ZIP+4 and Delivery Point (DP) Coding Accuracy: This involves appending the correct 4-digit extension to the ZIP Code and the 2-digit delivery point code, which pinpoints the specific delivery location, with 98.5% accuracy.
• Carrier Route Coding Accuracy: The software must, with 98.5% accuracy, assign the correct carrier route code for efficient sorting and delivery to specific mail carrier routes.
• Delivery Point Validation (DPV) Accuracy: The software must be able to validate if an address is a real delivery point recognized by the USPS. Achieving 100% accuracy in DPV is a key requirement for CASS certification.
• Locatable Address Conversion System (LACSLink) Accuracy: For addresses that have undergone rural to urban-style addressing changes, the software must identify and change the address with 98.5% accuracy.
• Suite Link Accuracy: Some businesses have suites or apartment buildings. The software should accurately identify and validate suite/apartment numbers.
• eLOT (Enhanced Line of Travel) Accuracy: The software’s ability to provide the sequence of delivery points along a carrier route.
• RDI (Residential Delivery Indicator) Accuracy: The software’s ability to correctly classify an address as residential or business.

Whether you rely on mailing list software or seek to become certified, understanding the criteria is essential to success.

What Are The Components of CASS Processing?

CASS processing is the exact steps the software or lists should take to make each address USPS-ready. While the software may use different coding languages or vary in how it processes information, all will have these 3 core components:

1. Address Standardization
   The system will first convert addresses to the standardized format. This includes correcting spelling errors, removing unnecessary punctuation, standardizing abbreviations (like ‘Street’ to ‘ST’), and ensuring consistent capitalization. Directional indicators, like North (N) or South West (SW), will be adjusted accordingly. The address is then arranged in the correct sequence.
2. Address Updating
   After standardizing, the CASS processing will update and enhance address data. For instance, it will add missing ZIP+4 codes for more precise delivery. The relevant delivery codes, carrier route codes, LACSLink, suite link accuracy, and other necessary codes are added to the address.
3. Address Validation
   Finally, the system validates the updated address against the USPS database. Each line is thoroughly checked, verifying each address component matches USPS records. It will also verify residential vs. commercial addresses. If an address does not exist or is undeliverable, it will be flagged here with the appropriate suggestions.

As you can see, CASS-certified addresses go through rigorous checks to boost quality and deliverability.

What Are The Benefits of Using CASS-Certified Software?

While not a requirement, there are some benefits for businesses and service providers who choose to use CASS-certified software. It directly impacts your delivery costs, campaign success rates, and how you manage your data. Some of the benefits include:

Improved Mail Delivery Rates

Rather than sourcing and validating mail information yourself, using CASS-certified software validates and automates the process for you. You feel more confident when sending out Marketing correspondence or other mail that it will be delivered.

Postal Discounts

Individuals mailing bulk mail are often subject to fees and additional charges. Many of these can be waived if you CASS-certify your list. You can do so via CASS-certified software that takes on the certification costs, charging you a few dollars per 1000 mailers or a standard fee. Businesses that mail in bulk can save hundreds yearly.

Data Quality

When you use a mailing list software, Polygon Tool, or service provider for letters, postcards, or brochures, you want the most up-to-date information available. These providers must maintain data with at least 98.5% accuracy. Additionally, they can clean your current lists so you don’t send mail out to individuals who never receive them.

Regulatory Compliance

USPS has strict rules and requirements for address accuracy. If you decide to go it on your own, you may overlook some of the basic requirements set by USPS. Using USPS CASS-certified software helps you avoid many of these regulatory loopholes. Moreover, poor compliance can lead to higher postal rates, penalties, or delivery delays. As a small business, your goal is to optimize your Direct Mail efforts. Skip the regulatory hassle by using CASS-certified products.

How Do You Choose a CASS-Certified Provider?

The right CASS-certified provider is one that matches your mailing volume, integrates smoothly with your systems, and offers the level of support your campaigns require.

Consider these factors when making your choice:

• Do you have small, medium, or large volume mailing needs?
• Can their services integrate with your database or CRM?
• Do you need additional services like the National Change of Address (NCOA)?
• What about data cleansing or mail tracking?
• Do you require technical support?

From there, you can choose an appropriate provider. First, make sure your provider is CASS-certified through USPS’ Postal Pro’s website. For instance, our Real Estate Mailing List Builder tool is CASS-certified. It ensures all addresses are thoroughly checked and reaches their intended destination on time.

Your provider should readily provide this information once requested.

Comparing Providers

Of course, you have multiple options on the market, so how do you choose? Take all the necessary factors into consideration that you will with any other provider. These include:

• Features: Do they provide the full list of CASS capabilities?
• Cost: What is their pricing model? Compare for 1000 pieces, looking for hidden fees.
• Uptime and Reliability: Do you require consistent, real-time validation? Then, ask about any uptime challenges.
• Accuracy Guarantees: Do they provide a 100% or other guarantee with addresses?
• Customer Feedback: What are similar users saying about their service?

These can help you find the best available option for your needs.

What Are Common Misconceptions about CASS Certification?

CASS vs. NCOA

Maybe you heard of the National Change of Address (NCOA)? It is another listing process that is useful and effective, but not quite CASS.

CASS focuses on validating and standardizing the address itself to ensure accuracy according to USPS standards. NCOA concentrates on updating the recipient’s address if they moved and filed a change of address with the USPS. This aims to reduce undeliverable mail by providing forwarding information.

In other words, CASS ensures the address is valid, while NCOA helps you reach the right person even if their address has changed. Ideally, you want a provider that is CASS-certified and uses NCOA.

Address Validation Limitations

Even with CASS-certified software, there are limitations. For instance, there can be a lag in reflecting new constructions or address changes not yet in the system. Sometimes, USPS has errors in its systems. Some addresses on lists may be incomplete to the point the system cannot find a suitable match.

Moreover, CASS does not know if there are special delivery instructions, no mailbox, or if a location is considered unsafe to deliver mail.
In short, leave some room for error as with any list; 100% deliverability is not guaranteed.

CASS Certification Means Fewer Rejections

Placing an address on a piece of mail and sending it out sounds straightforward. However, there is a complex database that powers USPS to deliver mail accurately and efficiently. For someone who sends a single piece of mail occasionally, this is a non-issue. For businesses, software, and other mailing systems that send thousands daily, accuracy matters.

CASS Certification ensures businesses are aligned with the specific criteria the USPS uses to ensure mail reaches the right person as quickly as possible. This benefits all parties:

• Software providers provide a higher-quality, profitable service to consumers.
• Users feel more confident that their mail reaches its target.
• The USPS delivers mail quickly and efficiently (at a reduced cost) to everyone.

If you’re about to launch your first or next direct mail campaign, get your addresses from a CASS-certified database or software. This saves you time, and money, and ensures you get maximum deliverability.

Final Thoughts on CASS Certification

CASS certification isn’t just a technical requirement—it’s a smart way to improve your mailing efficiency, reduce costs, and ensure your message reaches the right people. Whether you’re mailing thousands of postcards or launching your next real estate campaign, using CASS-certified software or lists gives your marketing the accuracy it needs to succeed. Make it part of your direct mail strategy and see the difference in your deliverability and ROI.