The Gone Away Suppression (GAS) file addresses the problem of targeting people who have moved house.

It is the most comprehensive suppression file available, holding over 26 million records containing information on individuals who have moved location since 1992.

The database is collated by collecting both negative data (move outs) and positive data (move ins).

In the UK 3,200,000 people move house every year – up to 7,000 every day.  90% of all UK home movers are added to the GAS File within 12 months.

To find out more please contact us on 01489 796 559.

In Italy and some US states residential customers must now pro-actively ‘opt in’ to receive direct mail rather than to specify an ‘opt out’ where they do not wish to receive it.

Volumes of direct mail fell by 30% when this measure was introduced in Italy – such an approach in the UK could have a significant adverse impact on direct mail volumes.

Recent research by fast.MAP highlights that 47% of consumers are put off from responding to offers that interest them if their name and / or address details are incorrect.

Poor examples of data accuracy and relevant targeting can only help to fast track an ‘opt in’ system for the whole industry.

We are here to support the industry exercise best practice in ensuring mailings are well targeted and relevant.  Please do contact us for a FREE data health check and advice.

Posting to someone who has moved house, or sadly died – just doesn’t add up!

With the plethora of commercially available suppression files, it’s unnecessary and it’s also the kind of activity that supports the ‘junk mail’ tag the direct marketing industry has to endure.

Research shows that the public take note of addressing issues when judging how environmentally friendly a company’s piece of direct mail is.  More than a quarter of respondents (to the DMA’s sustainability tracking study) highlighted data hygiene issues such as incorrect name or address, goneaways or deceased records as a big influence on their decision to determine whether a piece of direct mail is environmentally friendly or not.

Once the corporate social responsibility box has been ticked, we can look at how lack of data hygiene affects ROI (return on investment).

According to some sector specific research conducted by fast.MAP (sponsored by W8Data):

• 35% of consumers would stop supporting a charity if a letter was sent to a deceased relative
• 73% of consumers surveyed agreed that incorrectly addressed mail has a negative impact on a brand
• 61% agreed incorrectly addressed mail has a negative impact on donations
• 41% agreed incorrectly addressed mail leads to a defection of donors

Marketers should consider the elements that ‘turn off’ a consumer to be as important, if not more so, than all the campaign elements that might be tested to increase response rates.

We’re in no doubt that investing money on data cleansing will help mailers save in the long term.  Please don’t hesitate to ask us for advice.

These findings were made by Mortascreen – just one of the suppression files used by W8Data.  Mortascreen is the most verified source of deceased names in the UK, sourced from probate data and funeral homes.  It currently contains almost 9 million names.

Mailings sent to deceased loved ones is the most common complaint received by the Information Commissioners Office.

To check your data for deceased records, please call us today.

42% stated they will use direct mail extensively to help raise funds from new donors with almost half stating that improving the quality of databases and lists used to target donors is a further challenge.

Almost half felt there was a lack of good new ideas to aid fundraising from new donors.
The survey also revealed that 86% of fundraising managers feel that the advent of digital marketing such as email and social media has changed donor perceptions, which indicates a clear need for a fully integrated marketing approach. Only 6% said they were currently using social media extensively.

The research was supported by the Institute of Fundraising and presented at their Direct Marketing & Fundraising Conference on 21st February.  The findings from fundraising managers surveyed in advance of the event were used to support consumer research.
Adam Bryan, Director of Partnerships at the Institute of Fundraising comments ” We are pleased to support this research.  It highlights how we should look to continually update our approach to managing both our data and our engagement with donors.  The Institute will continue to press for investment in the training, skills and tools that support fundraisers in doing so. ‘’

We are pleased to report that the results of this exclusive research will be revealed at the Institute of Fundraising’s event  – the Direct Marketing and Fundraising Conference – at Plaisterers Hall, London on 21 February.

The event is aimed at not-for-profit organisations of all sizes, and will be packed with case studies, a panel discussion and numerous networking sessions. 

In addition to presenting the research findings, W8Data’s Director, Will Anthes will also be one of the experts taking part in the panel discussion, and is looking forward to being involved in the conference. Will said, “it’s particularly pertinent that direct marketing is carried out as effectively and efficiently as possible within the fundraising arena to keep costs at a minimum. Understanding your market and getting the most out of your direct marketing is imperative, and I’m proud to be asked to help these organisations achieve that. Working on the research has been very interesting and I look forward to presenting the findings and discussing how to utilise them with the delegates.”

As we are all too aware, the current economic climate has made it increasingly difficult to raise funds and charities must look at new strategies and innovative methods to find new donors, as well as increase contributions from existing donors. Although this is a big challenge, there are a number of charities that are using new methods, including cold acquisition strategies, with great success. At the one-day conference, delegates will be able to learn more about these new methods and techniques, that, when combined with the findings of the research, will hopefully boost their fundraising efforts significantly.

Collating and analysing data for direct marketing purposes is important in any sector, and W8Data has a unique understanding of the industry, derived from over 17 years’ experience, ranging from production to client services.

We provide a highly skilled data bureau service, and on average, save clients a massive 40% on their mailings because we clean the data before merging and mailing.

If you’re not able to attend the Direct Marketing and Fundraising Conference, or are a non-charitable organisation who would like more information on our services, please go to our website for more information.

Do you like receiving incorrectly addressed mail? of course not! Well that is what we can reduce for you. Send us your incorrectly addressed mail and we will contact those companies on your behalf to advise them of their error. The ball (or mail) is in your hands, you know what to do next!

W8data, dedicated to reducing the environmental impact of Direct Mail.

Lance Mercereau, director of marketing and public relations at spend analysis company Rosslyn Analytics, said: “If it’s not accurate then the company’s making decisions based on assumptions.”

His comments came as a study from independent technology analyst Ovum found that businesses are losing money because of bad data, which is also affecting their ability to ride out the tough economic climate.

It estimated that $700 billion (£441 billion) a year is being lost in the US alone due to the inefficiency bad data causes and through lost customers, sales and revenue.

Madan Sheina, author of the report and an Ovum lead analyst, said that because of the high cost, it is important that businesses get to grips with the issue.

“If more did, the economy would be in a better position to recover from the downturn and emerge more competitive when the upturn arrives,” he added.

At W8data we see the long term benefits of cleaning data on a regular basis. Client cost reduce immediately and interdepartmental costs reduce over time as companies become more efficient.

I have included the introduction to this stage of the latest study which is very relevant to our industry, in particular due to the authors credentials. I will be posting extracts of the study over the next few weeks which, I’m sure, will appear in the media over the next few months probably out of context but at least as interesting articles.

INTRODUCTION/FORWARD to the study.

We’ve all heard the expression that “Perception is Reality” and this second phase of the Sustainability tracking study certainly bears that out. When asked to rank communication methods by their impact on the environment, the widely held belief that digital media are “greener” comes to the fore. Predictably e-mail comes out on top and printed communication at the bottom.  Yet the facts aren’t anything like as clear cut. One recent study for instance showed that data centres account for nearly 2 per cent of the UK’s energy use (or about the same as the aviation industry), while another suggests that paper may be the only truly sustainable communication medium.

Genuinely independent comparison of the different communication channels is still difficult to find and varies country by country. For instance, there is a big difference if the energy comes from hydro–electric installations instead of burning fossil fuels. But the public perception is still based primarily on whether it’s something that they can see and feel.

It’s also interesting to see the how media coverage has a direct impact on consumer perceptions. About two years ago, there were calls in the media for plastic bags to be banned – usually accompanied by emotive pictures of wildlife whose death had been caused by one. This phase of the tracking study has seen the number of people perceiving plastic bags as the most “potentially damaging to the environment” product drop by 14% since the autumn of 2008. Admittedly there have been some initiatives by retailers, but the absence of media coverage has undoubtedly helped to change consumer perceptions.

This second phase of the tracking study also confirms some of the previous findings in that how you promote your goods and services – not just the way you communicate but the methods you use – can have an impact on consumers’ perception of your brand or company. If you continue to use paper based communications – which the research shows are often the consumers’ preferred method – then you need to explain why you’re doing it.

The paper industry is aware of its bad environmental image and is working on some simple messages for advertisers to use on printed marketing material. It’s not easy changing perceptions but maybe if the industry spent more time explaining why paper isn’t “bad” we could start to change the consumers’ view.

Alex Walsh

Associate Director of Membership Services

Direct Marketing Association

Note: ‘What beats recycling? NON PRODUCTION!’