RE-CONNECT WITH GONE AWAYS
Equifax integrates disConnect™ and reConnect™ to improve consumer marketing campaign performance
London 1st May 2007 – Suppression is still one of the biggest issues facing the direct marketing industry. But leading direct marketing specialist, Equifax, is helping marketers to address the challenge integrating its disConnect™ and reConnect™ services to give marketers the ability to track gone-aways to their new address.
Equifax has optimised the natural synergy between the disConnect™ and reConnect™ services by adding a ‘flag’ to those disConnect™ goneaway records where a forwarding address is available. Clients can then request the forwarding address via an automated service that will provide results within minutes.
Gone-away customers and prospects continue to undermine the cost-effectiveness of marketing campaigns, but the integration of the two services means this risk will be minimised as Chris Sherlock, Head of Marketing, Equifax, confirmed: “Companies can lose contact with up to 15% of their customer base each year. And mailing gone-aways has an enormous impact on both an organisation’s brand image and the cost of marketing campaigns.
“disConnect™ delivers accurate and timely suppressions performance to reduce wastage in marketing campaigns and, by linking it to reConnect™, we can enhance the effectiveness of direct mailing campaigns.”
Utilising Equifax’s database of up-to-date previous address data, disConnect™ offers more accuracy and greater coverage than ever before. And by integrating reConnect™ as part of the disConnect™ process, marketers can identify where customers have gone.
disConnect™ is updated daily and supplied monthly, providing access to 26 million records. The service covers three types of suppressions; gone-aways, deceased and ‘do not mails’. 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 via Equifax and selected leading UK bureaux. The disConnect™ file can also be held by clients to ensure immediate access to accurate and appropriate suppression data. Sherlock continues: “disConnect™ continues to grow in terms of both innovation and data enhancement. Now, with the integration of reConnect™ as part of the service, it can play an even greater role in improving both campaign cost-effectiveness and performance.”
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