Gone aways have a profound effect on businesses for many different reasons
Gone aways are a key data decay catalyst in consumer databases. Around 1 in 10 people move home each year, demonstrating the impact gone aways have on customer data management. Your business might hold a large quota of incorrect customer addresses that not only cause you to waste time and money on bad customer data, but may also result in a breach of data protection law.
The first step in tackling the problem is identifying genuine gone aways. The most efficient and cost-effective way of doing this is to perform a thorough data cleansing exercise of your entire database, which should include gone away suppression or flagging.
“We are re-engaging with a higher percentage of our customers while reducing mailing costs and also reducing the risk of data protection breaches”