London, 3rd November 2011 - Leading consumer marketing services provider, Equifax, has welcomed the announcement of a joint initiative between the Department for Environment, Food and Rural Affairs (DEFRA) and the Direct Marketing Association (DMA) to make it easier for consumers to opt out of receiving unwanted direct mail. As Neil Munroe, External Affairs Director, Equifax explained, any initiative that also helps marketers to ensure that the data they are using is as effective as possible should be welcomed.
“The new website, set for launch in April 2012, will make it easier for consumers to opt out of receiving various types of direct marketing and that is good news for the direct marketing industry too”, said Neil Munroe.
“Equifax already ensures that our consumer marketing databases are suppressed against the Mailing Preference Service (MPS). The Equifax Disconnect Suppressions list combines three key suppressions, including MPS and clients who use this list to suppress their direct marketing databases qualify for Royal Mail sustainable mailing discounts. With consumers being able to, more easily, opt out of direct marketing they don’t want to receive, we can further enhance the effectiveness of our clients’ marketing campaigns, particularly in terms of reducing waste and cost and promoting best practice in sustainability.”
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Equifax is a global leader in consumer and commercial information solutions, providing businesses of all sizes and consumers with information they can trust. We organize and assimilate data on more than 500 million consumers and 81 million businesses worldwide, and use advanced analytics and proprietary technology to create and deliver customized insights that enrich both the performance of businesses and the lives of consumers.
Headquartered in Atlanta, Equifax operates or has investments in 17 countries and is a member of Standard & Poor’s (S&P) 500® Index. Its common stock is traded on the New York Stock Exchange (NYSE) under the symbol EFX. For more information, please visit www.equifax.com.
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