Another benefit of appending your housefile with NCOA: increased list-rental income (that is, if you rent your list). NCOA will improve your list’s hygiene, which in turn may improve its results when compared with other lists on the market.
How frequently should you run NCOA processing on your housefile? To determine, schedule NCOA processing to coincide with your largest mailing seasons. Then, rather than setting an arbitrary guideline for frequency, use the above-mentioned 3 percent figure as a rule of thumb. For example, if you ran your NCOA six months ago, and your new NCOA shows a hit rate of less than 3 percent, this processing frequency probably isn’t paying for itself. You may be able to extend the time between the next NCOA processings to nine or 12 months.
- Companies:
- J. Schmid & Assoc.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.