Getting the most from list rental data

By Tony Sweetman, Senior Developer

Most users are familiar with the benefits of cleansing tools to maintain their own data. However, when it comes to using list rental data, there are different considerations to be made.

Both the quality and format of list rental data sources vary considerably. Unless you have paid extra for the privilege, it is unlikely that you will have much control over factors such as address layout or data format. When planning mailings that combine several sources, this can be especially difficult.

Using cleansing software as an initial filter on each data source can resolve issues of both quality and formatting from the start, thus simplifying later stages. You can simply design a target record format to be used for your mailing and, as each data source is processed, create your desired format. You are also able to obtain a match confidence rate, allowing rejects to be easily identified and returned via the 'Net Names Agreement' if you have negotiated one with your broker.

QAS offers QuickAddress Batch with Suppression, a desktop software tool that allows you to clean and suppress data. This can benefit you when managing your own data or that of a list provider. The files supported by QuickAddress Batch with Suppression encompass National Change of Address, goneaway and bereavement suppression as well as the Telephone, Mailing and Fax Preference Services (TPS, MPS and FPS). Mortalities should always be suppressed and depending on the recency of your rental sources, goneaway suppression rates might take you by surprise. Where list rental is concerned, you should always negotiate service levels and refund rates in advance to avoid disappointment.

Portfield Financial Services has adopted this approach and Paula Davidson, Management Information Manager, comments, "We use data from external sources so we feel an obligation to assess its accuracy and take a responsible approach to maintaining accurate contact data. QuickAddress Batch also helps us to set up SLAs around the data accuracy from our providers."

To find out more about QuickAddress Batch with Suppression, visit http://www.qas.co.uk/suppress