For anyone working in direct mail marketing, you know that data is your greatest strength, but it is also constantly changing. It is a fact of life that over 40 million people in the United States relocate every year. What that means for businesses is that roughly 10% to 12% of a mailing list can become useless within a few months. To stay competitive, smart marketers partner with NCOA service providers to make sure their marketing materials always reach the correct destination.
Not all services are created equal, though. Here is a guide on what you should look for when choosing a company for address validation services.
Understanding Licensing: 18-Month vs. 48-Month Lookbacks
The depth of a provider’s database is the first point to evaluate. The USPS offers different “NCOALink” licensing levels. Some companies only provide an 18-month lookback, which updates recent moves but will miss anyone who relocated two or three years ago. To ensure the widest possible reach and achieve optimal mailing list hygiene, it is best to choose providers that offer the complete 48-month NCOA processing. An extended window guarantees you catch long-term movers and keep a much cleaner database over time.
The Power of Proprietary Change Files
While the USPS maintains the highest standard for move data, it does have its limitations. Many people move without ever submitting an official change-of-address form. Where high-tier NCOA service providers really stand out is in addressing gaps like these.
Seek out a partner that uses Proprietary Change of Address (PCOA) files. These databases pull from private sources, such as magazine subscriptions, credit card updates, and utility records, to find moves the USPS may have missed. Combining standard NCOA with PCOA dramatically increases the successful match rate and reduces the amount of “dead wood” in your mailing list.
Efficiency and USPS NCOA Compliance
Speed is a critical factor in marketing. If a provider needs a full week to process a list, your data could already be outdated. Look for companies that guarantee fast turnaround times without compromising accuracy.
Ensure your provider integrates USPS NCOA compliance with CASS (Coding Accuracy Support System) certification. CASS certification standardizes all addresses, correcting spelling and adding missing ZIP+4 codes. The two-part approach is essential for qualifying for USPS automation discounts. Automation discounts can save a business significant money on postage and printing expenses.
Reporting and Workflow Integration
Choose an NCOA provider offering transparent, comprehensive reporting, detailing how many addresses were updated, flagged as undeliverable, and the reasons for failure. For optimal results, NCOA should be an ongoing process, not a one-time task, with a schedule (quarterly or monthly) and a provider workflow that integrates smoothly with your CRM. Regular maintenance shifts data quality management from reactive to proactive.
Contact Anchor Computer for NCOA Address Update Services
At Anchor Computer, we understand that every undeliverable mail piece is a lost opportunity. We go beyond basic automated scripts by offering a full-service approach to NCOA address update services. By integrating the official USPS NCOALink database with our own proprietary data sources and deep expertise in postal optimization, we ensure your campaigns achieve the highest possible ROI.
Don’t let your marketing budget go to the dead letter office. Contact Anchor Computer today to clean your lists and optimize your outreach.