KnowledgeBase Marketing is expected to introduce a database product today called Secure-Screen, which cleans mailing lists by removing deceased individuals, prison addresses, incomplete addresses and records that contain vulgarity.
KBM, Chapel Hill, NC, a division of Young & Rubicam, has compiled a database of 35 million records from both proprietary and public sources and will add 1.5 million records each quarter. Secure-Screen also will incorporate the Direct Marketing Association’s mail and phone suppression lists and as well as four state phone suppression lists.
Tests of the database eliminated 2 percent of names on catalog lists and between 6 percent and 7 percent of names on insurance lists, said John Roberson, vice president at KBM.
Secure-Screen was developed to combat the growing appearance of vulgarity in e-commerce and electronic product registration and fraudulent orders placed by inmates and to help mailers avoid sending offers that may offend the recipient.
“Goodwill is lost by sending a personalized offer to the dead or to a vulgar name,” Roberson said.
KBM is offering a free test of Secure-Screen until Aug. 1.
