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Data Suppression refers to the regular or ad-hoc removal of any unwanted records from a contact database. Unwanted records may include:
This is done by comparing data against a Data Suppression File where any differences between the two lists can be reconciled – cleaning your list and giving a more accurate view of your data.
Contact data decays every single day (moving house, deaths, and marriages for example) so cleaning and keeping it up to date is crucial for Data Owners if they want to keep their data lists and target mailings accurate and effective.
The benefits of using Data Suppression to keep your data clean include:
Depending on the type of contact data you hold, there are a huge variety of potential datasets that may be useful to use for your Data Suppression activities but some common examples are: