When you buy or rent a list for your direct mail campaign, you assume that you are obtaining valid names and addresses for your marketing initiatives. Guess what…that is not always the case. While there is an unspoken rule within the direct mail industry that a list should receive CASS and NCOA processing on a quarterly basis, there is no law or regulation that demands this happen.
What are CASS and NCOA?
Per the United States Postal Service website: “The CASS system improves the accuracy of carrier route, five-digit ZIP®, ZIP + 4®, and delivery point codes that appear on mail pieces.” You can learn more about the CASS system by visiting this website .
Keep in mind, the post office will NOT presort your mailing (first class or standard) unless you provide all of the paperwork to show that your list has been CASS and NCOA certified within 90 days of the mailing. This means that you will not be eligible for the best postage rates. Plus, if you provide lists on a regular basis that are not CASS and NCOA certified, it is possible for your mailing to be rejected entirely.
Luckily, there are several ways that this verification can occur, one of which is through ResponsePoint. As part of our direct mail services, ResponsePoint offers both CASS and NCOA services.