DMA UK: 27% Don't Use Third-Party Suppression

Share this article:
Twenty-seven percent of businesses don't use any form of third-party suppression because they think the quality of their data is adequate.


That statistic was included in a study of suppression habits in the DM industry in the United Kingdom. The study was conducted by Experian Intact on behalf of the Direct Marketing Association (UK) Ltd.


The study also revealed that 14 percent of those surveyed cite cost as the key prohibitive factor to using external suppression sources.


The DMA UK said the survey gives the organization's Suppression Working Party information needed to increase the use of suppression as part of the effort to reduce unwanted and poorly targeted mailings.


"The results of this survey provide the DMA [UK] with a clear indication of what still needs to be achieved to improve the standard of UK direct mail and gives us a benchmark which we can use to assess industry performance and report back to the industry on the progress that has been made," said David Robottom, director of postal affairs and industry development at the DMA UK.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

B2B Marketers Can Now Self-Serve Ads on Facebook Exchange

B2B Marketers Can Now Self-Serve Ads on Facebook ...

Sitescout's new integration with FBX opens up access to any size marketer, minus campaign spend minimums, according to the RTB company.

Day Two at DMA2014

Day Two at DMA2014

It was awards day in San Diego, with Teradata's Lisa Arthur being named Marketer of the Year, and Google Japan being feted for its direct mail prowess.

Today's Forecast: Chilly With a 10 Percent Lift in Parka Sales

Today's Forecast: Chilly With a 10 Percent Lift ...

The Weather Company launches a website offering marketers free advice on how to take advantage of shifts in the weather.