You ran your mailing list through
NCOALink®. You expected cleaner data, fewer returned pieces, and better deliverability. Then the returned mail starts coming back.
If that sounds familiar, you're not alone.
NCOALink® is one of the most effective tools available for updating mailing addresses, but it is only one part of a complete mailing data quality strategy. It cannot correct every issue that causes mail to be undeliverable.
Understanding what NCOALink® does, and what it doesn't do, can help you reduce waste, improve response rates, and get more value from every direct mail campaign.
What Does NCOALink® Actually Do?
NCOALink® compares your mailing list against the United States Postal Service® National Change of Address database. When someone has filed an official Change of Address request with USPS®, NCOALink® can update your mailing list with their new address.
It is an essential step before any mailing, but it is not a guarantee that every piece will be delivered.
Here are five common reasons mail may still be returned after NCOALink® processing.
1. The Address Was Never Valid
NCOALink® cannot fix an address that was entered incorrectly.
Common issues include:
- Missing apartment or suite numbers
- Incorrect house numbers
- Misspelled street names
- Invalid ZIP Codes®
- Incomplete addresses
If the original address is inaccurate, there may be nothing for NCOALink® to match.
Best Practice: Run
CASS™ Certification before every mailing to standardize and validate addresses against USPS® formatting standards.
2. The Recipient Never Filed a Change of Address
NCOALink® only works when a recipient has submitted an official Change of Address request to USPS®.
Unfortunately, many people never do.
Some people move and rely on friends or family to forward mail. Others relocate temporarily or simply forget to file a forwarding request. If there is no official change of address on file, NCOALink® cannot update the record.
3. The Forwarding Order Has Expired
Mail forwarding is temporary.
If someone moved years ago, their forwarding order may no longer be active, and their new address may no longer be available through NCOALink®.
That is why cleaning your mailing list before every campaign is much more effective than updating it once a year.
4. The Mail Was Returned for Another USPS® Reason
Not every returned piece is the result of someone moving.
Common USPS® return reasons include:
- Vacant
- No Such Number
- Insufficient Address
- Unable to Forward
- Refused
- Deceased
Each of these codes tells a different story about the quality of your mailing data. Reviewing return reasons over time can help identify patterns and improve future campaigns.
5. Your Customer Database Isn't Being Updated
Many organizations process NCOALink® before a mailing but never feed those updates back into their CRM or donor database.
The result?
The same outdated addresses continue appearing in future campaigns, creating unnecessary postage, printing costs, and returned mail.
A strong mailing data process typically includes several steps working together.
Before your next campaign, consider whether you're also:
- Running CASS™ Certification
- Standardizing address formats
- Removing duplicate records
- Processing deceased records when appropriate
- Updating your CRM with address corrections
- Reviewing USPS® return data to identify recurring issues
Each step improves deliverability and helps ensure your marketing budget is spent reaching real people instead of bad addresses.
Better Data Leads to Better Results
Every undeliverable piece represents more than wasted postage. It is a missed opportunity to connect with a customer, donor, member, or prospect.
Maintaining accurate mailing data helps improve campaign performance, reduce production costs, and maximize the return on every mailing.
NCOALink® is an important first step, but it delivers the greatest value when it is part of a comprehensive mailing data quality strategy.