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HOW TO: Match data to recipients

We reveal how B2B marketers can use data suppression effectively

Firstly, let's make one thing clear. Data suppression is not the same as data cleaning. The techniques may be similar, but it's the intention behind the process and not the process itself which is important. At its simplest, cleaning is the removal of wrong information from data – yes, it involves reformatting, standardisation and de-duplication, but the bottom line is, it rids the database of errors. Suppression assumes an error-free database and identifies contacts who are not interested in receiving marketing communications, meaning the rest may be. Cleaning ensures marketing communications arrive with a minimum of gone-aways; suppression ensures such communications are received by those most likely to respond.