Royal Mail launches service for SME business marketers

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Royal Mail has introduced a new fixed-fee solution aimed at providing an end-to-end data upgrading and enhancement service for SMEs operating in business-to-business markets. Data SURE supports customer data cleaning, appending and lookalike prospect data sourcing in a five-step wrap-around process.

Tony Lamb, head of data development at Royal Mail, says: “All businesses are under greater pressure than ever to win new business and improve sales, but budgets to achieve this have never been tighter in such difficult economic times. Given that the fastest and most cost-effective route to win new business is from existing customers or prospects that look most like existing customers, our new solution is designed to maximise the effectiveness of any business customer database.”
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Data SURE provides access to existing Royal Mail B2B data sets, such as Business Changes File and Postal Address File, as well as additional information from D&B and Experian. Users pay a fixed fee based on the size of their customer database, providing access to five key components.

An initial audit runs a “health check” on the quality and completeness of customer data. Out-of-date records, including goneaways, changes of address and invalid contact information are then removed. Additional attributes can be applied to the customer data set, such as named decision maker, SIC, size of company and turnover.

A proile of the customer base is provided by geography, SIC and employee size. This allows for matching to Business Universe to identify new prospects.