Data Cleansing – Suppression Files
What are suppression files?
Data cleansing uses suppression files which are simply 3rd party stores of data indicating a record change.
Suppression files are used to identify individuals or companies which are no longer at the address held. Usually they have moved or should not be mailed for an alternative reason. For example where someone has passed away (deceased).
As a result the validation of these sources is paramount to the success of a project. Above all, utilising the right files in the right way enables accurate matching, meaning you don’t under or over suppress data.
Why use suppression files?
Data cleansing relies on suppression files to highlight unavailable records. By not mailing these records organisations can save money, increase response rates, protect their brand, comply with best practice and protect the environment.
- Flag individuals who have passed away and improve your response rates. This is a core element of a data cleansing solution, for all the obvious reasons.
- Individuals or businesses that are no longer residing at an address and can be flagged or suppressed as part of the data cleansing process, reducing wastage as a result.
- Identify individuals or businesses that have moved address. This step in data cleansing enables tracking of customers and their new address.
- People who are listed with The Direct Marketing Association preference files, and do not wish to be contacted by selected methods are flagged.
- Preference files such as The Telephone Preference Service are a legal requirement.
- Therefore ensure data cleansing success by accessing these files as part of your data cleansing project.
Finally if you want to know more about suppression files and how this data cleansing can help your business, call us on 01980 592 999.