Like most things in life, data never stays the same forever. Data decay is happening every minute. Companies can move, go bust or get taken over. Individuals can move house, marry or pass away. Each time this happens, your database takes one little step towards potentially disastrous inaccuracy.

This issue of Insight looks at data suppression – the solution to this problem. Keeping data right through time is essential if you want to achieve maximum results through your communications. If you’re wondering whether suppression is relevant to you, consider this: whatever you spend on it, you will almost certainly make it back in lower mailing costs. And you can’t say that about every penny you spend.

Simon Worth, Chief Executive Officer

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