Let's assume that the mail list hasn't been NCOALink processed in the last 12 months and there is a "bad" address rate of 5percent. As bulk mail mailing list is rarely forwarded, that means that 5,000 pieces never made it to their destination. At $0.50 per piece that is a loss of $5,000 right out of the gate. Now, consider that those prospects never got the opportunity to respond to the offer. At the 1.5 percent response rate and $50 average gift threshold in this scenario, that is an additional $3,750 in potential sales lost. So, in this mailing list example, not utilizing NCOALink resulted in an $8,750 mistake. And, this isn't an extreme example. Take a look at how outdated a database can get. Recently, a state Republican Party recently submitted its voter lists for NCOALink change-of-address processing. Of the 3.9 million voter records processed, about 528,000 records were matched to recent movers in the USPS file - almost 14 percent of their mailing list total mailing would have been undeliverable-as-addressed without move updating. Today some type of move update processing is required every 185 days to receive First-Class Mail® automation and presort discounts.