Suppression uptake increases in 80% of bureaux

LONDON - Mortascreen's annual suppression survey has revealed that 80% of the UK's leading bureaux offering suppression services have experienced uplift in client take-up over the last 12 months.

The survey also found that environmental pressures ranked as the top factor behind the increase in take-up, moving up from third place in 2008.

This may reflect the impact of the PAS 2020 environmental standard launched on January 21, which sets out how to create and manage an environmentally responsible direct marketing campaign.

The second highest driver of growth is the cost implications and brand damage associated with sending untargeted mailings. Direct marketers are increasingly looking for ways to make their budgets work harder as accountability becomes more of an issue in the economic climate.

Concerns about the introduction of government legislation if direct mailers aren't seen to reduce volume was ranked third.

Mortascreen said that all bureaux surveyed screen against both key deceased suppression files, Mortascreen and the REaD Group's Bereavement Register, with Mortascreen ranking top in screening hierarchy.

The REaD Group questioned Mortascreen's sample size because the ranking contrasts with its own research.

It did however support the findings that there has been an increase in client take-up in suppression over the last year.

Mortascreen's survey also highlighted a significant rise in the number of gone away suppression files held by individual bureaux. In 2008 individual bureaux held an average of just one file but the latest results reveal that now up to three are held.

In terms of hierarchy, the majority of bureaux questioned rank Gone Away Suppression File as their top preference, with Disconnect coming second and Universal Suppression File third.

Karen Webster, product director at Mortascreen, said: "I am delighted that 80% of bureaux have experienced an increase in suppression sales 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 proposed government legislation and an extremely tough challenging economic environment. 

"The results are also surprising, with environmental pressures climbing two places being rated as the top factor for an increase in suppression.  The survey demonstrates that the bureaux brands can actively show that they are making a concerted effort towards more targeted campaigns, benefiting both the consumer and themselves."


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