Mathematically speaking, National Change of Address (NCOA) is one of the most valuable services any Direct Mail Services company can offer you. With over 17% of the population moving per year many of today’s businesses are using mailing lists that are from 17-34% useless to begin with.
Most people send direct mail using Presorted Standard postage in order to save large sums of money in postage. The backside of this is that any pieces mailed to someone that has moved are thrown away by the US Postal Service. This is because “Presorted Standard” (old 3rd class) doesn’t include address forwarding the same way 1st-Class does.
So, if you don’t get back the return-mail pieces with yellow stickers like you do with 1st-Class Postage, your mailing list begins to expire over time. But 1st-Class costs 50% more to send.
So if your boss says they want a better response from their direct mail, tell them NCOA can help you find where all your people have moved. That is what NCOA is afterall. It is the national Postal registry of every change of address database of every form submitted by moving people. Your database is compared to this database and your movers are identified, flagged and updated.
On average, even a “clean” mailing list has 3-10% moves. That is 3-10% of your print costs, your mailing costs and your postage costs being thrown away. At CSG Direct we let you know where your people have moved BEFORE your mailing goes out.
We are a USPS NCOA Link Limited Service Licensee and have been doing NCOA for about 5 years now.
We got into NCOA because it helped our clients achieve greater marketing results. The US Postal Service has seen great results and is making the service mandatory within 95 days of mailing. They spend too much time and money trying to find people for your .44 cents so they are making cleaner lists a requirement.
From me to you, behind the scenes a technology revolution is happening at the US Postal Service. Make sure you are working with a vendor that knows what’s going on. There is lots to be gained when working with a Direct Mail Company ~vs~ a printer “that does mail too”.