DataLab USA Launches New Online List Processing Services

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As people in our industry have become increasingly savvy about what processes need to take place with their mail files, and with the recent postal regulation changes, the need has arisen for companies to process their own mail files. DataLab has begun to fill this need by enabling people to select what processes they want, such as CASS, NCOA, DPV, DSF2, and several suppression files. Their new site, http://www.datalabusa.com/listservices offers the ability for customers to select the processes they need, obtain pricing and then upload their file. They are notified within 24 hours or less that their file is ready to retrieve.

DataLab USA (http://www.datalabusa.com), one of the nation's foremost analytics and database marketing agencies, has expanded their service offering to include online list processing.

As people in our industry have become increasingly savvy about what processes need to take place with their mail files, and with the recent postal regulation changes, the need has arisen for companies to process their own mail files. DataLab has begun to fill this need by enabling people to select what processes they want, such as CASS, NCOA, DPV, DSF2, and several suppression files. Their new site, http://www.datalabusa.com/listservices offers the ability for customers to select the processes they need, obtain pricing and then upload their file. They are notified within 24 hours or less that their file is ready to retrieve.

DataLab has always processed lists for their clients to reduce marketing expenses for undeliverable mail, but now provides an online option for clients to perform these services for themselves. This service is more critical than ever provided the United States Postal Service (USPS) has now mandated that all automation discount mail (First Class and Standard Presort) must be processed through the NCOA (National Change of Address) database in their effort to reduce the approximated 9.7 billion undeliverable mail pieces, costing the post office millions of dollars to process.

Consider these statistics:

  • (Undeliverable As Addressed) "UAA is costing Direct Mailers over 6 billion dollars per year." (DM News - 7/4/2005)
  • Over 300 million pounds of paper wasted each year on UAA marketing mailings
  • 2007 USPS Postal Forum: On average, 7.5% of all standard class marketing mail is undeliverable (rates can be as high as 15%)

NCOA and CASS/DPV are necessary to identify UAA mail that results from:

  • People who have moved and reported the move to the USPS (NCOA).
  • Undeliverable addresses (CASS/DPV).
  • Primary cause of UAA mail is consumer moves

NCOA is a consolidated file of information that contains permanent changes-of-address (COAs) filed with the USPS. These COAs are retained on the file for a four-year period, and the file is updated weekly.

In the past, NCOA processing was voluntary, but as of November 23rd, 2008 it is now required. DataLab's online processing capabilities creates simplicity for direct mailers. Standard Presort mail that used to be discarded by the USPS if undeliverable, (unlike First Class Presort, which is returned to the sender) will now reach their intended destination and reduce waste.

The new 95 day rule states that your list must be NCOA processed at least every 3 months. If you do not comply, your postal discounts will be forfeited, and you're liable to pay additional fines or penalties, such as for Standard Class customers found to be in noncompliance, the penalty is an additional .07¢ per piece.

The new rules state:

  •      Only "cleaned" lists qualify for standard "bulk" mail discounts
  •      Your list must be cleaned at least every 95 days
  •      You must use official NCOA data to perform the cleaning
  •      You have to keep "cleaning records" on a USPS form

Alex Aigner, DataLab's VP of Business Development, stated "We are pushing ourselves into new growth sectors and want to create a user friendly web site incorporating easy accessibility to our services. This fall, we also plan on launching the ability to purchase direct marketing prospect lists online." As DataLab continues to expand their services, the goal will be to offer self-service direct mail products with highly competitive pricing.

About DataLab USA:
DataLab provides some of the nation's leading data-driven marketing solutions that enable large national organizations to maximize the results from their marketing investment. DataLab provides unrivaled data based support to marketing-oriented Fortune 1000 organizations. We combine state-of-the-art technology with practical, hands-on experience to offer a full range of services including data analysis, predictive modeling, data processing, database management services and list sourcing. Started 30 years ago, the privately held corporation is headquartered near Washington, D.C. For more information, contact DataLab at 1-800-972-1430 or visit http://www.datalabusa.com.

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Alex Aigner
DataLab USA
301-972-1430 ext. 532
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