According to the US Postal Service, over 40 million Americans change their address annually. This number does not include businesses or the people within those businesses, which can drive the number even higher. Not knowing or doing nothing to rectify the situation is a prelude to disaster. With effective database strategies, list quality is a precursor to marketing success and ignoring the problem can cost you time, money and customers.
It is a good practice to routinely evaluate your database for changes and update records even if you are not physically mailing anything. Knowledge is power and knowing if and when a company has experienced an address change could help you provide added services or solutions that might otherwise go unnoticed. And if you do any type of mailers, the cost savings of updating your database can easily outweigh the cost of doing so.
Fortunately, there are many ways of tracking changes to your database and maintaining a high-quality mailing list. The USPS offers the NCOA product. Change-of-address information is made available to mailers before mail enters the mail stream – to help reduce undeliverable mail pieces. It’s a product that we at ResponsePoint utilize regularly to help our clients improve the quality of their lists. We can do the same for you.