A NEW LEVEL OF SUPRESSIONS WITH EQUIFAX DISCONNECT
New Tool Helps Reduce Direct Mailing Wastage and Meet Best Practice Guidelines
London, 19th April 2005 – Recent research from Equifax, a leading information services provider, suggests that in any one year companies can lose contact with up to 15% of their customer base. Mailing gone-aways therefore leads to significant wastage, which has a marked impact on the cost-effectiveness of marketing campaigns as a whole.
Equifax is addressing this problem with the launch of disConnect, a new suppressions product which delivers significantly improved suppressions performance to reduce wastage in marketing campaigns and enhance the effectiveness of direct mailing campaigns. Harnessing the power of Equifax’s vast database of up-to-date previous name and address data, disConnect offers more accuracy and greater coverage than ever before.
Kirk Dobie, Head of Marketing Services of Equifax comments, “disConnect enables direct marketers to remove individuals who no longer reside at the address stated and the deceased from their mailing lists. It also identifies customers who have expressly written to Equifax requesting that their name be deleted from the mailing list. By removing these names that would otherwise have been mailed, the costs of mailing and response handling can be saved and response rates are increased.
“disConnect also helps our clients enhance their brand reputation and customer relations by minimising unwanted mail.”
disConnect is updated daily and supplied monthly, providing access to 26 million records covering six years.
The service covers three types of suppressions; goneaways, deceased and complaints. More than half a million suppressions are added per month and 50% of disConnect gone-aways are unique compared to other suppression files. disConnect also offers a straightforward suppression or permanent flag.
The disConnect service can be supplied direct via selected leading UK bureaux or as an in-house Equifax bureau service. By matching a prospect pool, campaign target file or customer base to the disConnect file, customers who are either non-contactable or are no longer at the address, can be identified.
Kirk Dobie concludes, “Match rates on disConnect are up to twice that of other leading suppression files, making direct mailing campaigns far more effective and cost-efficient. As part of our on-going commitment to promote best practice within the industry and support our clients as they strive to reach higher standards, disConnect is helping businesses meet the direct marketing industry’s call for increased and better suppressions usage.”
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