FEATURE SUPPRESSION
Suppression more important than ever in the digital age
Modern, savvy consumers are used to interacting with brands across multiple channels – including direct mail – and now expect all interactions to be accurate, up to date and relevant, which once more serves to highlight the importance of regularly using proven suppression files, says Antony Begley.
T
he digital age has changed the way marketers go about their daily business, but it has also changed the way consumers behave and, more
importantly, what they expect from the brands and organisations that they engage with. Smart, savvy modern consumers are becoming
increasingly used to interacting with brands across multiple channels – including direct mail – and they now expect all of those interactions to be accurate, up to date and relevant. There’s little point in setting up complex personalised multichannel campaigns using email, telemarketing and SMS, for example, if the expensive killer direct mail shot at the end of the campaign is posted to the wrong address. With the consumer now arguably enjoying
more control than ever over the dialogues they engage in with brands, the requirement for regular, efficient suppression is more pressing than it has ever been.
“The advent of the digital era doesn’t change 30 April 2012
anything as far as direct mail is concerned,” says Karen Pritchard, Product Development Director at Mortascreen. “The requirement to regularly suppress your customer data file against reputable, trusted, proven suppression files remains as mission critical as it has always been.
“The requirement to regularly suppress your customer data file against reputable, trusted, proven suppression files remains as mission critical as ever.” Karen Pritchard, Product Development Director, Mortascreen
Otherwise you run the risk of falling into the same old traps of brand damage, wasted budget and a negative impact on the environment.”
Even for the vast majority of businesses that do accept suppression as the business-critical activity it is, a proliferation of suppression files on the market means that choosing the right files for your needs is easier said than done. “We would always recommend going for the safe option when it comes to suppression files,” volunteers Pritchard. “Especially when it comes to bereavement files where the risk of getting it wrong is potentially even more harmful in both commercial and human terms. “Choose files that are verified and have a
proven track record, files that have been shown to deliver and have gained the trust of the direct mail industry over the years. There has been a trend in recent years for marketers to use more and more files but we don’t think they are necessarily getting value for money that way. As far as we’re concerned, if you buy carefully you don’t need to use lots and lots of files.” With over nine million deceased records on the Mortascreen file and about 50,000 added on
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