With companies losing up to 15 per cent of their customer base every year due to changes in consumers’ contact details, tracing home-movers and gone aways has never been so important.

reConnect, developed by Equifax, offers a solution to the problem of tracking these individuals, providing marketers with the data they need to get back in touch with the home-movers and gone aways on their database. As reConnect identifies a move-out earlier in the cycle and adds the new record to the file sooner than other suppression tools, marketers can quickly identify home-movers on their database and re-establish contact; improving campaign response rates.

Using information that has been verified against the most current version of the edited Electoral Roll, reConnect processing will increase the number of viable customer and prospect records for outbound campaigns.

Those individuals identified by reConnect can also be targeted with alternative creative messages aimed at re-familiarising former customers and prospects with a brand they previously knew. Equifax also suggest that these campaigns have been shown to deliver improved response rates, as the home-movers' details have not been over-mailed since their move.