The intelligent use of data is vital to the integrity of direct marketing. Organisations can become more targeted and efficient with regular suppression and enhancement – reducing mailing volumes and costs without harming sales.
The data verification and suppression tools Latcham Direct can offer include:
As the sources of customer data within your organisation multiply, that information can become replicated or distorted. We can apply
complex matching routines to your data to identify actual and likely duplicate customer records. These work at individual, surname or household level; the degree of matching can be adjusted to suit the specific requirements.
For B2B data the three levels of matching are individual company contact, company name and location.
Postcode Address File (PAF)
The most complete and up-to-date database in the UK, containing the full address for every place Royal Mail delivers to (over 27 million addresses). This file is used to assess the quality of addresses within a file and update elements that may be missing or incorrect.
Royal Mail’s NCOA Update file will supply a forwarding address. This information is collected directly from the redirection application forms completed by consumers who are in the process of moving home. Each year Royal Mail helps over 1.2 million people moving home redirect their mail.
Mail Preference Service (MPS)
MPS allows consumers to register their address to say that they do not wish to receive direct mail offers from companies with whom they have no existing relationship. Whilst organisations are not legally obliged to use this file before deploying a direct mail campaign, it is a condition under the DMA’s code of practice and is also a requirement of the British Code of Advertising, Sales Promotion and Direct Marketing, administered by the
Advertising Standards Authority. When you have built up a communication with an individual and it is reasonable to assume that they would not mind you continuing to contact them, then you may continue to do so even if the individual is on the MPS register, however should they request that you stop mailing them, you must do so.
Business Suppression File (BSF)
BSF is the most effective way of removing obsolete businesses and employees from your B2B mailings. Collective data from Dun & Bradstreet, Thomson, Companies House, Experian Yell, GAS and TBR is cross referenced and further verified against ‘live marketable data’ to create a file of over 7.1 million records.
Goneaway suppression file (GAS)
GAS was established in 1992 to address the problem of mailing people who had genuinely moved house. It contains data from the electoral roll as well as a number of active major syndicated customer databases. There are 10.2 million addresses on the file which is updated quarterly.
Royal Mail’s NCOA Suppress file will provide details of goneaways, so these can be removed from your database. This information is collected directly from the redirection application forms completed by consumers who are in the process of moving home.
Business Changes File (BCF)
BCF is the only business suppression tool that can update addresses for businesses that have moved. In addition to information gathered by Royal Mail’s redirection service, BCF incorporates verified change information from a number of third party suppliers including Dun & Bradstreet and Experian Yell. The file is updated monthly with approximately 30,000 new records.
A register of deceased individuals collected from probate. The file comprises 5 million names and is updated monthly.
The Bereavement Register (TBR)
TBR is information captured by the REaD Group from a scheme that distributes booklets with tear off cards from key locations. All cards are then validated against a UK residents database. The file comprises 4.5 million names and is updated weekly.
This data is supplied by Equifax and contains 900,000 records, updated monthly.
NCOA Suppress Deceased
Royal Mail’s NCOA Suppress file will provide details of deceased individuals, so these can be removed from your database.