There are four main types of suppression databases: preference, deceased, movers & company.
Organisations can reduce waste, protect their brands and adhere to new GDPR regulations by removing out of date data from their databases.
They are files created and maintained by leading data organisations such as The Ark, Experian and Equifax. These files contain lists of people that have moved address, or passed away. You may ask where the information comes from, what we do know is the information is verified, and comes from trustworthy sources, such as insurance companies, the Royal Mail, undertakers and more.
The files are huge, and we use them to ensure our client’s data is cleansed of records that shouldn’t be in there. Bad data can be a liability, moreover, it can mean organisations end up on the wrong side of the GDPR that states data must be accurate and up to date.
If your brand is important then removing suppressions are key to maintaining it. Have you ever received mail in another person’s name, someone that moved months or even years ago? How does that make you feel about that brand? When a deceased person is mailed it can be distressing for the family, and if you are reported, it could mean a fine from the ICO, along with some bad press.
It’s not just about reputation, it makes financial sense to remove records from your database that are obsolete. This can help you get a more accurate picture of how many contacts you have, and if numbers are low you can take remedial action to get the numbers back up.
Mailing costs can run into hundreds of thousands of pounds, removing suppressed records can contribute to reducing overheads and improving return on investment.