HOW DO LIST COMPANIES KEEP THE PACE WITH CHANGE? IS A SNAIL MAIL LIST PURCHASED TODAY OF ANY VALUE TWO WEEKS FROM TODAY? HOW HAVE CANNED-SPAM LAWS CHANGED THE WAY E-MAIL MARKETING IS ACHIEVED?

Knue: To be competitive in today's changing marketplace, and to keep accurate with the number of people who file a change of address with the USPS, list companies that want to provide the most accurate data do so by cleansing their address lists every three to four weeks through National Change of Address (NCOA). As for business lists, the high-quality list compilers actually verify publicly listed company information by calling the business directly. This is performed on an ongoing basis to keep the accuracy of their database as up to date and relevant as possible.

No list can be 100 percent accurate. However, if a list is purchased today and not used until a month later, it is inherently subject to being less accurate than the day it was purchased. The older the list the less accurate it will be. However, through NCOA, the owner of a list is able to keep track of their customer.

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