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.