When mail is returned marked “NPAI” (Addressee Unknown), it indicates that the recipient does not live at the address provided, usually due to an address error. This type of mail is returned to the sender by the postal service. In direct mail marketing, NPAIs result in additional costs related to processing, postage, and unnecessary production. Since 2009, the acronym PND (Pli Non Distribuable – Undeliverable Mail) has been intended to gradually replace the term NPAI, but this transition has been slow to materialize. In the field of email campaigns, NPAIs, also called bounces, can have various causes. These returned undelivered mails tangibly illustrate the additional costs incurred.
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