FEATURE ADDRESSING SOFTWARE & SERVICES
Delivering efficiency D
ay by day, month by month, addressing software and services are becoming a standard part of business and consumer life in the UK and the rest of
the developed world. With the market more competitive than ever,
addressing vendors are thankfully continuing to invest in new and upgraded software as well as adding to and updating the reference data their products work with and the channels through
42 November 2011
which they can be delivered. Good news for the UK’s database marketers, but also good news for consumers who are increasingly likely to receive offers targeted to their particular preferences.
ATTRACTING NEW UK USERS The benefits of excellent addressing have, if anything, increased over the years. Capturing address data at the point of entry and maintaining its validity through regular
Far from becoming less important in the digital age, the humble address is now more critical than ever, which has driven addressing vendors to continually upgrade their offerings, all of which is great news for the country’s database marketers as well as the nation’s consumers, says James Lawson.
verification helps to ensure that direct mail campaigns, essential correspondence and valuable items reach the customer quicker and are not lost or wrongly delivered. Using addressing correctly reduces costs and the risk of fraud as well as delivering benefits in areas like analysis and visualisation. In the UK, addressing is now a mature market with low growth, and Royal Mail is continuing to strive to broaden the appeal of the PAF through
www.dmarket.co.uk
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