Database Marketing Tips: NCOA your data!
Building a clean and efficient database is the keystone to your direct mailing projects. Without such you may subject yourself to such “side effects” of higher postage rates, returned mail, low response and turnouts, and ultimately un-reached clients.
Compiling a completely accurate list of your clients can take a long time, such as months and sometimes even years! By the time you decide to do a mailer, a quarter of those clients could have moved.
These clients would never receive your offer in the mail, and it would be mailed to the return address…you! If you have a 10,000 list of data and 100 people may have moved, this can result in a lot of people who will not receive your mailer. That’s where NCOA processing can save you some serious cash.
“National Change of Address” or NCOA, is a process in which your data is processed through a USPS backed second party. Once ran through the NCOA process anybody who had updated their current address through the Post Office, after moving, will have their address updated to reflect the new one. This can save a bundle of money and increase your advertisement’s response percentage.
You’ll want to utilize this with all mailing lists. On top of the NCOA process appending new addresses to old ones, It also produces a batch of addresses we call “NCOA BADS” these would be your clients that have moved, but did not update their address with the post office.
Here is an example of some percentages NCOA cleans in your data:
- 80.92% Forwarded moves containing delivery point confirmed–New address provided
- 1.18% Moves containing unconfirmed addresses – New address not provided
- 13.80% Moved, left no address
- 3.92% PO Box Closed
- 0.18% Foreign moves
As you can see, a good portion of your data can potentially be un-mailable or returned back to you at great expense. Why waste the extra money of your print and postage costs?
Very few companies offer this service correctly, and even fewer offer it with the knowledge and capability that CSG provides for its customers. For example, CSG can return you an updated list including the records that were corrected, the ones that did not move, and the few that moved but did not update their address. Using this service maximizes your data’s efficiency so that your mailers will have higher response rates.
NCOA your data and the results can be rewarding!
Don’t forget to ask us how to get all that cleaned data back into your system.