Suppression enjoys increased client uptake

A survey of the UK's leading bureaux offering suppression has revealed that 60 per cent have experienced uplift in client take-up in suppression over the last 12 months.

The main driver of growth is the cost implications associated with sending untargeted mailings.

With accountability becoming more of an issue direct marketers are increasingly looking for ways to make their budgets work harder.

A greater awareness about the levels of brand damage caused by mailing the deceased or people that have moved was ranked as the second biggest factor.

Environmental pressures was only placed third in order of importance, with negative national press towards direct mail and legislative concerns ranked fourth and fifth respectively.

Deceased product ranking.

All 57 bureaux surveyed screen against Mortascreen and The Bereavement Register.

However, 78 per cent revealed that they typically place Mortascreen ahead of The Bereavement Register in screening hierarchy.

Greater accuracy and more competitive pricing were ranked as the two main drivers, although client requirement, greater coverage and recency of data were also cited.

Gone away product ranking.

Some 90 per cent of bureaux hold both the National Change of Address file and Gone Away Suppression file.

In addition, 60 per cent offer Xpression and Experian Suppression File.

Forty per cent screen against Disconnect, Universal Suppression Service and Purity, and only 20 per cent offer Absolute Movers.

In terms of hierarchy, 44 per cent place NCOA at the top of the hierarchy.

Commented Karen Webster, Product Director, Mortascreen: "I am delighted that 60 per cent of bureaux have seen an increase in the uptake of suppression services over the last year as it indicates that suppression is climbing higher up the direct marketing agenda.

"It hasn't been an easy time for the DM industry with continued consumer and media backlash, proposed government legislation and increased environmental concerns.

"However, through their bureaux brands can actively show that they are making a concerted effort towards more targeted campaigns, benefiting both the consumer and themselves.

"We conduct this survey on an annual basis to effectively take the temperature of the market and gauge the effectiveness of Mortascreen.

"It is fantastic news that Mortascreen continues to top the deceased suppression hierarchy and with developments we have planned in early 2008 to extend coverage we are confident that even more bureaux will begin using it as the lead product.".

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