SUPPRESSION FEATURE
Keep it clean T
here’s no doubt that the recent launch of the new National Deceased Register (NDR) has caused a bit of a stir in the industry. It’s the first major new
suppression file in this field for quite some time and, love it or loathe, one very positive benefit of the launch is that it has drawn some much needed attention to the often overlooked art of data suppression and cleansing. With more suppression files now available than ever before, and with an array of excellent, well established service providers in the marketplace, there is simply no excuse for the UK’s data and insight driven marketing community to be mailing deceased or goneaway consumers.
www.dmarket.co.uk
The arguments in favour of suppression are compelling and well documented – financial, environmental, reputational and so on. The arguments against bothering with suppression are thinner than they have ever been. In today’s increasingly data savvy world, a clean, up to date and accurate mailing database is no longer merely desirable – it is now business critical, and should be recognised as such by the marketing department, and the wider business. “Thankfully, I think the use of suppression
across the UK direct marketing industry is now pretty much a given these days,” says Karen Pritchard, Senior Marketing Manager at Mortascreen. “There are of course a few businesses out
With more suppression files now available than ever before, and an array of excellent, well established service providers in the marketplace, there’s no excuse for the data and insight driven marketing community to be mailing deceased or goneaway consumers, says Antony Begley.
there who will always choose to ignore best practice and just mail every contact address they have, and that will probably always be the case, but the vast majority of direct marketers have taken on board the messages we’ve been reiterating for years about the benefits of regular suppression.”
Data Discoveries Managing Director Ken Naismith is equally forthright on the subject: “There is no excuse for dirty data in this day and age – it gives the industry a bad name on all sorts of levels: wasted postage, poor ROI, brand damage, potential fraud issues, environmental concerns and so on. In the case of deceased suppression there’s also the significant issue of the distress caused to the deceased’s ááá
November 2011 33
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48