Continued attempts to communicate brand messages and make direct offers to individuals who have moved house is a waste of time, budget and resources that leads to diminished return on marketing investment.

Drawn together using a variety of data sources, including Council notified goneaway records and postal returns from multiple reliable feeds, the SubtrAction file from Transactis offers marketers a cost-effective suppression option with records from a number of previously untapped resources.

Postal return information for SubtrAction is gathered from a consortium of more than 100 online and offline mail order companies. A new record must receive at least two postal returns before being put forward for inclusion within the file. New records are subsequently verified by cross referencing against two industry-recognised residency databases to minimise instances where unwanted mail has been returned by the addressee. Ongoing transactional checks with a network of retail partners ensure that any records within the file that become active again are removed at the next refresh.

Updated quarterly with up to 200,000 new records, the SubtrAction file contains more than 14 million goneaways, with details dating back to 2002. Tests suggest that SubtrAction brings more than 4 million unique goneaway records to market, extending the scope for marketers to cost-effectively remove a higher proportion of non-responsive individuals from their campaign databases.