Analysis of 2012 electoral opt-out shows fall in numbers

Leading direct marketing services and credit reference agency Callcredit Information Group has revealed early opt-out figures from the 2012 Electoral Roll canvass that indicate a fall in the level of those individuals requesting to opt-out across the UK.

Leading the market in the collection, capture and consolidation of the Electoral Roll, Callcredit Information Group has today released early opt-out figures which illustrate a significant reduction in the number of individuals deciding to opt out from the Electoral Roll. Interim analysis of opt-out rates by councils across the UK has highlighted an average opt out rate of 41%. 

Of the 47m records held just over 19m consumers have taken the decision to opt-out, effectively removing themselves from the prospect mailing list available to marketers. On average over the last 12 months there has been a 4% fall in the number of opt-outs across each of the 357 councils.

Chris Savage, Managing Director of Callcredit Information Group - Marketing Solutions division, comments:
"We're now seeing the impact of the subsequent slowdown witnessed over the past few years in the pace of opt-outs, with latest figures actually showing a drop. However regardless of this fall in numbers there is still nearly half the UK adult population unavailable for marketing through this source alone. Despite this there are additional data sources available that can assist direct marketers 'infill' prospect gaps in their marketing database, particularly in high opt out areas. Callcredit's prospect universe is one such example. It provides marketers with continued access to mailing lists of almost 41 million UK consumers, bridging the opt-out gap with a substantial volume of valuable prospects."