Callcredit Core universe can bridge prospect gap

Marketing services and credit reference agency Callcredit has revealed early opt-out figures from the 2011 electoral roll canvass, which indicate a steady rise in opt-out levels across the UK.

Interim analysis of opt-out rates by councils across the UK has highlighted an average opt-out rate of 47 per cent.

More than half a million consumers have opted out of this year's electoral roll canvass.

This means that over the last nine years, 24 million adult residents have removed themselves from the prospect universe available to marketers.

Chris Savage, managing director of Callcredit Information Group - Marketing Solutions division, said: 'We're clearly seeing a slowdown in the pace of opt out but regardless of this nearly half the UK adult population is unavailable for marketing through this source alone.

'Despite this challenge, there are additional data sources available that can assist direct marketers infill prospect gaps, particularly in high opt-out areas.

'Callcredit's Core prospect universe is one such example.

'It provides marketers with continued access to almost 42 million UK consumers, bridging the opt-out gap with a substantial volume of prospects.

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