Keeping Addresses Current
by Bob Moore
Bob’s Data Processing Tech Tips
Volume 2 - Keeping Addresses Current
This month, my tech tips concentrate on the elusive task of keeping your files up to date – the methods, the reasons and the resources that make this task possible in this mobile world.
Tip Number 1 - What is Move-Update?
The USPS requires all addresses for any mailing sent at presorted First-Class rates to be updated within 180 days before the mail date using a USPS-approved method. The approved methods include Address Change Service (ACS) and Ancillary Service Endorsement; both of these methods must have been performed prior to a new mailing. Another approved method is FASTforward MLOCR which is performed directly on the mail pieces just prior to mailing. The USPS allows two data processing methods: NCOA (National Change of Address) and FASTforward Mailing List Correction.
Tip Number 2 - Why should I do this?
The primary reason to process a list through NCOA or FASTforward MLC is because people move – a lot. Currently, 18% of consumers move each year! If the list you’re mailing to is just six months out-of-date, almost 10% of the addresses are wrong. This is also why the USPS instituted the move-update requirement on all discounted mail that they forward. Businesses move at a frequent rate also, 6% per year. Even if you’re mailing at Standard rates, where the move-update rule doesn’t apply, consider the cost of 10% or more of your mailing being tossed. The expense in time and money to process the mail list through NCOA or FASTforward MLC is surely less.
Tip Number 3 - How is FASTforward Mailing List Correction different from NCOA?
FASTforward MLC is sometimes called “NCOA Lite”, an apt description as the processes are very similar. But, there are important differences:
|
NCOA
|
FASTforward MLC |
| Database size |
36 months of move data |
8 months of move data |
| Licensees |
23 |
hundreds |
| Cost |
cheap |
even cheaper |
| Nixies |
yes |
no |
| Available since |
1986 |
1997 |
As the NCOA database includes more than four times the records included in the FASTforward database, it would seem too “lite”, providing substandard results. But, our own testing has shown that for the average list, 92% of the identified moves occurred in the last eight months. If your list is current, you can save money and often time by choosing the much more available FASTforward MLC over NCOA. But, there are the “Nixies” to consider.
Tip Number 4 - What are Nixies?
Nixies are people who probably moved, but maybe not. Let’s say George W. Bush moved and submitted an individual change-of-address card to the post office. A record submitted for NCOA processing has the name George Bush without the “W”. Is this the same guy? Maybe, maybe not. The USPS does not want mail forwarded for someone that didn’t really move and has set very conservative rules for NCOA matching. Name and address “elements”, such as apartment numbers and middle initials must match exactly. But, “near” matches are flagged as nixies, although the new address is not provided. Should you need to cut back on a mailing, nixies are the first group of records that you should consider dropping as many of them may not get to the intended recipient.
Tip Number 5 – What about address correction requested?
Address Correction Requested is another great way to keep your addresses current. But it has a new name: Ancillary Service Endorsement. And, it has some new rules and multiple levels of service. In essence, the Postal Service sends back a hard copy of any updated addresses and you, the customer, manually update the addresses in your mailing list. A newer and more high-tech option is Address Change Service. Under this service, the USPS returns a data file, allowing a programmatic update of your mailing list database. This new service is becoming more and more popular and will be the subject of a future volume of Tech Tips.
Tip Number 6 – Are there other ways to keep my file current?
Sure, use every contact with a customer as a way to keep your list up to date. If you get a call from a customer to place an order, ask for updated mailing information as part of the call, as well as a correct phone number or address or email. In email, ask for an update of a mailing address. Taking a few minutes with each contact will help you stay ahead of the game as customers move.
Tip Number 7 – Where do I keep up to date on the latest USPS Move-Update requirements?
Go to the USPS website and click the Address Quality link. Or go to Catapult’s website at www.catapultdata.com and click the Glossary link where you can find more information about the many ways to keep your addresses current.
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