The service is also being made available to resellers and directly to clients for the first time in a bid to expand usage of data around this key selling point.
Keith Jones, head of data strategy at Royal Mail, said: “The updated Home Movers Mailing Service can be a tremendously powerful tool for brands. When families move, they can spend more in the first six months than they do in the following five years. This represents a singular opportunity for brands to connect with consumers at a time when they are actively looking for information on products and services.”
“The addition of email data and additional characteristics through age range insight means that brands can improve targeting and contact home movers through their preferred communication channel, improving standout for campaigns and increasing campaign response rates,” he added.
Home Movers Mailing Service is based on registration data from the Royal Mail Redirection Service, with 100,000 house moves each month and four million historical records. It is available on a list rental basis or as a mailing service with additional analysis and profiling, such as drivetime and catchment modelling.