Increased Electoral Roll opt-outs a bad sign for marketers
LONDON - The 2006 UK Electoral Register has now been received from all 463 local authorities and analysis confirms that the opt-out rate is now 36.8%, an increase of 5.01 percentage points on this time in 2006.
The Electoral Register for 2006 is now being uploaded onto Experian's National Canvasse, the database built from combined compliant information supplied by consumers in the past 12 months. The database provides accurate and up-to-date information, which allows marketers to target more efficiently.
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The figures measure the percentage of people registered on the roll who have opted out of having their data used for marketing purposes, as at September 1 2006 and September 1 2005.
The data provides a snapshot of the number of people registered to vote for the first time, the number who have moved, and the number who have requested that their data is not used for marketing purposes.
Peter Thompson, commercial director for Experian's Marketing Services division, said: "The year-on-year increase in opt-in rates illustrates why National Canvasse has become the first choice for direct marketers.
"With a marketing universe of 40m UK adults enriched with our extensive data assets for increased insight, companies using National Canvasse can continue to reach the right prospects with the right message at the right time."
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Thompson: increase in opt-out rates
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