Multichannel, data-driven marketing technologies and services provider Epsilon, has made available what it said is the industry’s first multi-sourced weekly new mover file, using more than 400 data sources to accurately identify about 400,000 relocating U.S. consumers on a weekly basis.
The new data product from Dallas-based Epsilon enables marketers to quickly identify and communicate with new movers as they enter a period in which their allegiance to brands and service providers is highly prone to change, Epsilon said.
“Epsilon has led the industry in the development of new mover data products that enable triggered life stage marketing programs and help leading brands acquire, retain and deepen relationships during this critical point in people’s lives,” said Dave Thornbury, president of Epsilon’s Data Services group. “With the industry’s first multi-sourced weekly new mover file we further empower our clients to reach this enormously attractive and lucrative market faster and easier than ever before.”
Mr. Thornbury said the file relies on a variety of sources for its data, including, utility company date, publishers’ change of address data, data form private credit grantors, and deed transactions.
Since the 1970’s Epsilon has offered a monthly new mover file, Mr. Thornbury said, but decided to offer a weekly new mover file since there was need in the industry.
“While we still offer the monthly file-and a lot of mailers still use the monthly new mover file-there are many customers that have told us they want to reach the new mover a little bit quicker.”
Epsilon said the product is important because according to the U.S. Census Bureau, more than 150,000 homes are purchased in the U.S. every week. In addition, the U.S. Postal Service recently found that relocating households spend an average of $7,100 on goods related to their move, with 4-in-5 buying appliances. More than two-thirds of new movers reported changing pharmacies and six-in-seven reported changing grocery stores.
Mr. Thornbury also said new movers are an attractive group for marketers to target.
“For new movers, life is upside down,” Mr. Thornbury said. “They are experiencing a lot of change, and they are not familiar with their surroundings, so the companies that reach them first are the ones they will stick with for life.”
There is a lot of spending on both products and services when someone moves, he said. “So you want to reach them before your competition does.”
