Gone Away Suppression File
The Gone Away Suppression File (GAS) was established in 1992 to address the problem of targeting people who have moved house. Put simply, it represents an accurate, up to date and widely used solution for identifying genuine Gone Aways and is now responsible for cleaning over half of all direct mail in the UK.
3,200,000 people move house every year – up to 7,000 every day
- Mailing Gone Aways encourages fraud and substantially increases the risk of bad debt
- Mailing performance is based on response rate – gone aways do not respond
- Mailing Gone Aways is detrimental to your brand image
- Postal returns files do not solve the gone away problem – only 28% of incorrectly addressed mail is returned.
Sources
Both private and public domain data sources are used to create the GAS file. The result is a unique file of non-assumed home mover records.
Features
- 10 million records
- Now updated monthly with 150,000 – 300,000 new records
- 90% of all movers captured within 12 months
- Held by 88% of DMA registered bureaux
- No assumed data – genuine home mover records only
Web link - www.readgroup.co.uk/gas.html