How PPC and email marketing work together to drive ecommerce growth

What is PAF? The Postcode Address File (PAF®) is Royal Mail’s definitive database of every deliverable address and postcode in the UK. It covers over 32 million delivery points and is updated monthly. If your business relies on accurate address data, at checkout, in your CRM, or for deliveries, PAF is the source that keeps it current. September 2026 in numbers Royal Mail made 46,649 changes to PAF this month. It represents new homes that need delivering to, businesses that have moved or closed, streets that have been renamed, and addresses that were simply wrong and have now been corrected. Every one of those changes is a record in someone’s database that may now be out of date. And potentially a delivery or customer communication that could go wrong if the data hasn’t been updated. Delivery point changes at a glance Here’s the full breakdown of what changed, was amended, or removed from PAF in Aug:

Peak season amplifies everything. Orders, revenue, and every data problem you haven't dealt with yet. Black Friday and the Christmas run-up are when eCommerce businesses make their numbers. They are also the pressure points when every unresolved data problem gets expensive. A checkout that frustrates customers in March frustrates ten times as many in November. Customer databases with address errors that generate a handful of failed deliveries in a quiet month generate hundreds during peak season. The volume doesn’t create the problem; it just makes the one that was already there impossible to ignore. Most preparation for the busy season focuses on inventory, fulfilment, and marketing. Data rarely makes the list, despite being the foundation that checkout conversion, delivery success, and post-purchase communication all depend on. It's far easier to get it right before the season starts than trying to manage the fallout when it doesn't. Here is what is worth checking, and why it matters now rather than in January: Your checkout validation A slow, clunky checkout chips away at your conversion rate. Validation fixes that: fewer drop-offs, more trust at the point of purchase. Autocomplete that works quickly keeps the customer moving, postcode lookup draws on current Royal Mail PAF data to catch new builds and recent changes, and email and phone validation means everything sent to the customer after checkout actually reaches them. When customers are buying quickly on mobile and have less patience for friction, the difference between a checkout that validates smoothly and one that fights back is measurable in conversion rate. Now is the time to actually test it. Run a few test addresses through your checkout. Try a postcode for a new development in your area. Check how it handles a flat number or a building name. If any of those cause problems in a test, they will cause problems for real customers during your busiest week of the year. Your customer database If you send email campaigns, remarketing lists, or direct mail appeals ahead of peak season, then the quality of your customer database determines how much of that effort actually reaches anyone. Contact data decays at around thirty percent per year. For a database that hasn't been cleansed recently, a significant proportion of your records may have postal addresses, email addresses , or phone numbers that are no longer current. Running a campaign to a list in that state means a portion of every send goes nowhere, and the customers it was supposed to reach simply don't receive it. A data cleanse is one of the highest-return activities an eCommerce team can do approaching Black Friday. It costs a fraction of a campaign budget, and it means the campaign budget actually works. Reactivation revenue attributed to a cleaned list is real. Revenue attributed to a list with thirty percent decay baked in is partly wishful thinking. The average cost of a failed delivery is £11.60. Multiply that by peak season volume and the cost of an uncleansed database becomes concrete very quickly. From checkout to doorstep A validated address gets a parcel to the right building. What happens after that depends on whether your delivery partner can actually reach the customer. Tracking notifications, delivery window confirmations, and access instructions all depend on a live email address and a working phone number. When carriers are operating at capacity over the Christmas period, and redelivery slots are hard to come by, a failed first-time delivery attempt is more disruptive than at any other time of year. 70% of shoppers say they will not return to a retailer after a single delivery failure. When acquisition costs are at their highest and competition for customer loyalty is at its most intense, that retention risk matters more than usual. Fetchify works alongside nShift , a delivery management platform connecting businesses to over 1,000 carriers across 190 countries through a single integration. Where Fetchify validates the address, email, and phone data at the point of capture, nShift handles carrier selection, tracking, and returns on the other side. nShift's own data shows a 20% increase in checkout conversion and up to 60% fewer customer queries about order status when both parts of the chain are working properly. For businesses managing multiple carriers or shipping cross-border, having both the data and the delivery layer operating reliably removes two of the most common causes of failures at the worst possible time. When a postcode isn't enough For customers who have recently moved into new developments, apartment buildings, or multi-occupancy properties, standard postcode lookup often doesn't recognise their exact address, or returns results that don't include their flat or unit number. It's a data gap that exists year-round, and at high order volumes it becomes harder to absorb. Fetchify's Multiple Residence Data covers over 900,000 properties of this type, and Not Yet Built Data covers a further 700,000 UK properties in planning or under construction, so addresses for new developments are available before they appear in Royal Mail's main database. Even for addresses that do exist in the database, a postcode doesn't always get the driver to the right door. For rural properties, large sites, or new developments where postcodes cover a wide area, the pin a courier app drops is often an estimate. Fetchify's Rooftop Geocodes provide precise latitude and longitude coordinates for the property itself, giving courier apps and delivery software a precise pin to work from rather than an approximation. Insurers and councils already use the same kind of data to understand access and risk at property level. For delivery, it's the same principle applied earlier in the chain. When to act Fail to plan, then plan to fail. Black Friday and Christmas are the busiest sales periods of the year, and they are coming fast. Whether it is email addresses, phone numbers, or postal details, a single wrong entry multiplies quickly at peak volume: a bounced confirmation or a failed delivery right when it matters most. If any of the above has prompted a question about your own setup, the right time to look into it is now, while there is still time to act. The season rewards preparation and makes the absence of it expensive. To see what a data cleanse actually looks like in practice, and what it changed almost overnight for one business that acted on it, read our Phoenix Insolvency case study Get your data peak-season ready Fetchify's validation and data cleansing tools cover address, email, phone, and UK bank account validation . Speak to the team at fetchify.com/contact or start a free trial .

Data quality is usually framed as a commercial problem. But for charities, inaccurate donor records have consequences that go well beyond a failed delivery. Every donor record in a charity database represents a relationship. Someone chose to give, trusted the organisation with their details, and expected to stay connected. When those details quietly go out of date, that connection starts to break down without anyone noticing. It happens gradually. An address changes, email gets abandoned, or a phone number is reassigned. None of it shows up as a problem immediately. The record still exists. The donor still appears active. But communications go nowhere, and in some cases, income already given isn't being claimed. The Gift Aid dimension Gift Aid is one of the most tangible ways that donor data quality translates into money. For HMRC to process a Gift Aid claim, the donor's address on file needs to match their tax record. When a donor moves house and the charity's database isn't updated, that match breaks down. The donation was made. The declaration was signed. The relief cannot be processed. Over £560 million in Gift Aid goes unclaimed by UK charities every year. Incomplete and out-of-date donor records account for a significant share of that figure. That is not money that was refused or withheld. It is money the charity was entitled to and could not access, because the data behind the claim was no longer accurate. For many organisations, the Gift Aid they are missing is not a small rounding error. It is a meaningful sum, spread quietly across a database that has never been properly maintained. It’s not just addresses Address decay gets the most attention in data quality conversations, partly because it is the most visible. But email addresses and phone numbers decay just as reliably. A supporter whose email has changed does not receive a thank-you letter, a renewal prompt, or a Gift Aid receipt. A wrong mobile number means a year-end appeal arrives nowhere. For charities running regular giving programmes on direct debit, banking details carry their own risk. A donor changes their bank account. The existing mandate becomes invalid. The payment fails quietly, and a regular gift stops without the donor ever intending to cancel. By the time the lapse is noticed, months of relationship-building have been lost alongside the income. Each of these is a separate failure point, but they share the same root cause. Data that was accurate when it entered the system has drifted, and nobody has looked closely enough at the database to see how far. Getting back on track, and staying there For most charities, the starting point is understanding the current state of the database. A data cleanse matches existing records against current address, email, and phone data, identifying where details have changed and what is still accurate. It gives the organisation a clear picture of who is genuinely reachable and who has drifted out of contact. For many, that picture is more recoverable than expected. Donors who appear lapsed are sometimes simply unreachable at an old address, and finding them again is a matter of data rather than re-engagement strategy. Once the database is in good shape, keeping it there is largely about what happens at the point of capture. When a donor gives online, signs up at an event, or updates their details, validating their address, email, phone, and bank details in real time means accurate information enters the system from the start. The cleanse that would have been needed further down the line often isn't, because the problem never got in. Neither of these is a large project. They are practical steps that compound over time, and the charities that take them tend to find that their fundraising performs better, their Gift Aid claims go through more reliably, and their donor relationships last longer. If it has been a while since anyone looked closely at the accuracy of your donor database, it is probably worth doing. Not as a major undertaking, but as a straightforward question: how much of what we think we know about our donors is still true? Fetchify helps charities keep donor records accurate at the point of capture and across existing databases. Click below for more details.