Royal Mail introduces improved Home Movers Mailing Service

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Royal Mail has launched an updated Home Movers Mailing Service, which has been enhanced with additional insight and is directly available to resellers for the first time, enabling advertisers to tap directly into the spending power of home movers.

The service is being made available to resellers and clients directly for the first time, allowing companies to screen their customer database against those who have relocated to prevent duplication of database records, as well as identifying valuable new prospects who have moved to a new area.

Through access to this information marketers can optimise their campaign messaging, allowing for further personalisation of campaigns to a current customer database.

In response to industry feedback, the Home Movers Mailing Service has been updated with email address information, as well as postal address, so that marketers can engage with prospects through cross-channel campaigns and take into account specified communication permission preferences.

The improved Home Movers Mailing Service also includes age ranges as selection criteria, allowing marketers to pinpoint specific demographics of recent home movers.

The additions to the Home Movers Mailing Service serve to bolster the only UK data source based on verified data from Royal Mail Redirection service, providing factual evidence that prospects have moved house. Through the service, which can be updated weekly or monthly, Royal Mail provides access to over four million historic records and the 100,000 UK residents who move house each month.

Keith Jones, Head of Data Strategy at Royal Mail, said: “The updated Home Movers Mailing Service can be a tremendously powerful tool for brands. When families move, they can spend more in the first six months than they do in the following five years. This represents a singular opportunity for brands to connect with consumers at a time when they are actively looking for information on products and services.

“The addition of email data and additional characteristics through age range insight means that brands can improve targeting and contact home movers through their preferred communication channel, improving standout for campaigns and increasing campaign response rates.”

The service is available to customers on a list rental basis, or as a mailing offering with added geodemographic analysis and profiling, such as drive-time and catchment insight.

Keith Jones added: “The new Home Movers Mailing Service is the latest improvement to our portfolio of 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 National Change of Address (NCOA) portfolio, by expanding the NCOA stable to include broader, more responsive data quality products and services.

NCOA® Suppress replaced the Universal Suppression Service (USS), delivering extra functionality by providing goneaway suppression and cleansing in one service, as well as suppression and permanent flags.

NCOA® Update is a forwarding address tool which allows users to update address details on their database with new forwarding details.

ENDS
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Tel: 020 7927 9999
Email: royalmail@eulogy.co.uk