Dictionary of Marketing Terms: perpetual kill file
perpetual kill file
house list, similar to the DMA mail preference service delete file, listing individuals who have sent requests to the marketer asking that additional promotions not be sent to them. It is used in a merge/purge prior to any promotions being sent, to eliminate those names from the promotion list. Deleting the names saves the marketer the expense of promoting individuals who are not likely to respond and assures compliance with direct-marketing-industry ethical guidelines.
