Royal Mail has introduced an updated version of its Home Movers Mailing Service, enhancing itwith additional insight and enabling advertisers to tap directly into the spending power of
customers that are relocating.The service is available to resellers and clients directly for the first time, and allowscompanies to screen their customer database against those who have relocated, to preventduplication of database records, as well as identifying valuable new prospects that have moved to anew area. It has been extended with email and postal addresses and includes age ranges as well asselection criteria. Thereby, marketers can engage with prospects through cross-channel campaignsand take into account specified communication permission preferences.
The additions to the Home Movers Mailing Service serves to bolster the only UK data sourcebased on verified data from Royal Mail Redirection service, providing factual evidence thatprospects have moved house. The service can be updated weekly or monthly.
Keith Jones, head of data strategy at Royal Mail, said: “The addition of email data andadditional characteristics, through age range insight, means that brands can improve targeting andcontact home movers through their preferred communication channel, improving standout for campaignsand increasing campaign response rates.”
The service is available to customers on a list-rental basis, or as a mailing offering withadded geo-demographic analysis and profiling, such as drive-time and catchment insight.
Jones added: “The new Home Movers Mailing Service is the latest improvement to our portfolioof data products to enable advertisers to improve the effectiveness of their marketing activities,reducing waste and improving return on investment.”
Earlier in the summer, Royal Mail added new functionality and flexibility to its NationalChange of Address (NCOA) portfolio to include broader, more responsive data quality products andservices. NCOA Update is a forwarding address tool that allows users to update address details ontheir database with new forwarding details.
