Experian, the global information solutions company, has announced that Norwich Union, the UK's largest insurance company, is to use Absolute Movers, Experian's goneaway suppression file, to enhance the effectiveness of its direct mail communications in the UK.
According to government statistics, more than 12 per cent of the UK population move house each year, equating to approximately 18,000 people every day. Against this backdrop, Norwich Union will incorporate Absolute Movers into its customer management system to prevent the insurance company's latest information and offers being sent to customers at their previous address.
Jon Holmes, Database Manager for Norwich Union Insurance's customer management area, stated: "Norwich Union fully supports the use of suppression files to improve the accuracy of direct mail and to eliminate costly "mail returns". With the goneaway landscape continuously changing we welcome the uplift that Absolute Movers provides in the identification of genuine home moves. We have tested the Absolute Movers file and will use it as part of our armoury of suppression data to realise greater value from our targeted direct mail activity."
Sophie Sail, Head of Product Management for Experian's Marketing Services division, stated: "Since its launch in March 2004, more and more major organisations are turning to Absolute Movers as their suppression file of choice. Norwich Union has recognised the inherent business value Absolute Movers offers - by reducing waste and delivering a clear-cut return on investment."