- Up to one in eight people move house each year and tell fewer than half the companies they trade with about the move
- This scale of data loss can quickly undermine profitability and business success
- GAS Reactive provides forwarding addresses for many GAS suppression flags and offers details of new occupants in houses sold by existing customers
- Use of the GAS Reactive file helps maintain contact with valuable customers, reduces waste and improves cost effectiveness of campaigns
With industry sources claiming that up to one in eight people move house each year, the quality and accuracy of contact records stored on your database is quickly lost. Research also suggests that those home-movers will only inform 40 per cent of the companies that they trade with about their relocation.
Such loss of data can have a significant impact on the success and profitability of your business, particularly when the cost of acquiring new customers is so much higher than the price of retaining existing ones.
The GAS Reactive file, provided by the REaD Group, complements the GAS suppression service by providing forwarding address details for many of the individuals identified as no longer living at the address you hold on file.
Statistics suggest that consumers are four times more likely to buy as a result of direct mail if they are already a customer, so maintaining contact with previous ‘buyers’, even after they move, can quickly cover the cost of acquiring the new addresses.
Applying the 'birds of a feather' principle, it is likely that the new occupants of properties sold by your customers will be good acquisition prospects. In addition to providing forwarding addresses, GAS Reactive also provides new occupant details for the vacated premises, delivering the data to drive ‘named’ new occupant campaigns and increase response rates by up to 40 per cent over ‘Dear Occupier’ messages.
Screening records against the GAS Reactive file will help users turn cost-saving suppression records in to potential value-winning forwarding addresses and new occupier information. In addition to reducing costs, this valuable resource will help you to keep in touch with existing customers, reduce churn and acquisition costs, minimise additional data purchases for cold prospecting efforts and protect your brand image from negative associations with wastage.
