National Change of Address
EARN MORE from your house mailings and cut prospect mailing expense by thousands!
• SELL $2,333 more to your house file
• CUT $1,167 in direct mail expense to prospects
• EACH TIME YOU MAIL ACHIEVE a 2.33% LIFT
The National Change of Address (NCOA) is a critical business process for direct marketers because it gets your mail to the right person at the right address.
The new US Postal regulations require your first class and standard postage to be updated within 95 days of your actual mailing of the records
.
Minimum Requirements
Don’t bother with every 95 days though; you have to do more to make your mail work for you.
The U.S. Post Office states 14% of Americans change their address annually, that’s over 43 million people. Simple math shows that over 1% of the population is moving every month.
Millions By Marketing identified 6% of recent prospect lists that need a Change of Address. These lists go through NCOA less frequently than required for your mailing requirements to capture the best postal rates.
Let’s do the math for a regional / local company that only does the NCOA every 3 months, and not more frequently:
| Mail Quantity: |
100,000 |
100,000 |
CHANGES |
| # of months since NCOA performed: |
three |
one |
|
| NCOA changes over six months: |
3.5% |
1.17% |
<2.33%> |
| # of people not getting their mail |
3,500 |
1,167 |
<2,333> |
| @ $0.50/piece in mailing expense |
$1,750 |
$583 |
<$1,167> |
This company spends $1,750 on mailings to people that have moved away from its locations. Even if half the moves are local, they are still spending money $875 on people who moved away from the trade area at a minimum. Do you have money to waste, update your NCOA more frequently than just the minimum required and save almost $1,167 in mailing out of the area!
INCREMENTAL REVENUE
Now, let’s move onto your earnings potential. How much is each lead worth? Don’t mail to people out of your trade areas. Some people will shift into your trade area with proper NCOA on the house list.
Using the same example of 100,000 people, 2,333 people would get the right mail on your house list if you performed NCOA more frequently.
I’ve seen retailers earn $1.00 per person mailed, sometimes $1.50, $2.00 or more. So, $2,333 in incremental revenue could be had by the proper NCOA routine at a monthly rate vs. quarterly. This is a lift of 2.33% on the control volume with a simple change in NCOA timing.
How much does it cost?
It depends, but you can get US NCOA for reasonable rates that will cost a fraction of your potential savings and earnings.
CONCLUSION
Utilize NCOA correctly now. This is just the simple example; we can also find ways to maximize your house list through other NCOA fixes. Millions By Marketing can solve this for you. We’ll set up the processes and rules to maximize your return on your investment. We’ll negotiate better rates and set up business rules that will maximize your mailings today.
.
