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Data cleansing is a key issue, not only in avoiding the industry term ‘junk mail’ but in supporting the direct marketing industry achieve its environmental targets.
Suppression costs should not be seen as an additional campaign expense, but a cost-effective process. The benefits of having an up-to-date, accurate mailing database are clear – costs are reduced, return on investment is increased, and customer relationships are maximised.
Correcting entries within a mailing list, or removing / suppressing incorrect entries is a relatively straightforward process. Many suppression files are available, including MPS, NCOA, GAS and the Bereavement Register.

Key Facts

Every day in the UK 1,600 people die and 18,000 people move house
37% of an average sized business database will decay every year
1.2m addresses change on the postcode file each year
A business moves premises every 6 minutes
The DMA believes that over £95m is wasted annually as a result of mailing deceased individuals
It is estimated that more than £180m is lost every year as a result of using out of date business data
47% of consumers are put off from responding to offers that interest them if their name and / or address details are incorrect

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Data cleansing sources


PAF	Postcode Address File The PAF contains over 27m addresses and is the most up-to-date complete address file in the UK. This file is used to assess the quality of the addresses within a file and update address elements that may be missing or incorrect.
NCOA	National Change of Address More than 6% of the UK population moves house every year, having a significant impact on the quality of information held on customer and prospect databases. The NCOA file provides a more recent address for consumers who have moved house and subscribed to Royal Mail’s redirection service (unless they have opted out).
GAS	Goneaway suppression Compiled from a reciprocal agreement with large direct marketing organisations from a spread of industry sectors. When a customer informs one of these organisations of a change of address the old address is passed on to be included within the GAS file.
Bereavement Register	Deceased information sourced from consumer completed registration forms collected from registrars, funeral directors, hospices, hospitals and solicitors. Families of a bereaved individual are also able to provide information.
MPS	Mailing Preference Service List of names and addresses of consumers who have told the DMA that they wish to limit the amount of direct mail they receive. 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.
Deduplication	System of removing names and addresses which appear in a list more than once. Deduplication can take place at three different levels. At the lowest level, it will detect and flag duplicated individuals, at the second level it will flag family matches where it finds two or more records for the same family group (at the same address). Finally, at level three, it will flag households, where individuals, not necessarily with the same family name, share an address.

Other data services are available on request.

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Bringing you lower postage costs

Pages within Our Services section

ONEPOST Data Services

Key Facts

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