Equifax claims that research it conducted suggests that in any one year companies can lose contact with up to 15% of their customer base.
Equifax is promising that Disconnect delivers significantly improved suppressions performance to reduce wastage in turn enhance the effectiveness of direct mailing campaigns.
Kirk Dobie, head of marketing services of Equifax, said: "Disconnect enables direct marketers to remove individuals who no longer reside at the address stated and the deceased from their mailing lists."
He added that Disconnect also identifies customers who have expressly written to Equifax requesting that their name be deleted from the mailing list.
"By removing these names that would otherwise have been mailed, the costs of mailing and response handling can be saved and response rates are increased," he said.
Disconnect is updated daily and supplied monthly, providing access to 26m records covering six years with a service that offers three types of suppressions from goneaways and deceased to complaints.
Dobie said the launch was part of Equifax's on-going commitment to promote best practice within the industry.
"Disconnect is helping businesses meet the direct marketing industry's call for increased and better suppressions usage," Dobie said.
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