The Software Bureau has integrated Baby Mailing Preference Service (BMPS) to its SwiftCore suppression data portfolio to give organisations specialising in baby related products and services more control over their direct marketing.

BMPS, a not-for-profit service managed by the DMA, is a specific preference service which enables bereaved parents to opt-out of receiving baby-oriented direct marketing communications including mail, email, SMS and phone calls. Most parents and parents-to-be are happy to receive communications from relevant brands at this exciting time, but in the UK sadly one in five pregnancies fall victim to a miscarriage and almost 3,000 a year result in a still birth. The BMPS enables those affected by miscarriage and stillbirth the opportunity to stop unwanted communications at a very difficult and sensitive time.

SwiftCore is the UK’s leading data hygiene API which offers a secure, cloud-based service that allows organisations to identify and continuously update deceased, goneaway and home mover data. It is simple to integrate into CRMs, databases and marketing systems. With the addition of BMPS SwiftCore now includes over 500 million records making it the most comprehensive suppressions solution available.

Comments Martin Rides, Managing Director, The Software Bureau:

“For any brand that looks to reach parents-to-be BMPS suppression is critical. I am therefore delighted that we have integrated it into SwiftCore. Ultimately, it will reduce the amount of communications received by those impacted by the loss of a baby and this is the key concern.”

Organisations can access BMPS via the SwiftCore API suite or directly through the on-prem SwiftCleanse solution.