Pura Online: Automated data cleanse

Automated data cleanse

Save money and increase efficiency by cleansing your direct marketing data with Pura Online. Clean your customer details list of things such as duplicate entries, people who have moved home, and inaccurate names, postal addresses, and email addresses quickly, easily, and securely.

  • Comprehensive online data cleaning.
  • Fast, secure data processing and validation to manage risk and compliance.
  • Eliminate costs of out-of-date customer details.

What is Pura Online?

Supplied by Edit, Pura Online is a simple, online, self-service tool that cleans your customer or prospect records to eliminate wasted money and time in your direct marketing.

Brands like yours work hard to build marketable databases to drive everything from marketing to research. But over time they become out of date and you risk reaching out to homes with the wrong occupant, people who’ve passed away, and doubling communications to people who’ve changed names. All of this will affect how well your data performs for you and how your brand is viewed by the public.

Pura Online solves that. In minutes, you can ask Pura Online, a quick and automated data processing portal, to cleanse your customer and prospect details list of duplicate entries, individuals that have moved home, deceased records, and inaccurate names, postal addresses, telephone numbers, and email addresses

Claim your free data audit

See the possibilities of Pura Online for free. Plug in your customer and prospect data to get an overview report showing how your data performs against our suppression suite containing over 500 million verified records. Afterward, you can opt to unlock the full names and addresses with one simple payment.

Why choose Pura Online?

Unrivalled access

Pura Online gives you simple access to over 500 million verified suppression records.

Quick, 24/7

It’s always on. Get data last thing at night or first thing in the morning through the simple, self-service portal.


There’s two-factor authentication on login, and Edit is ISO 270001 accredited for peace of mind when it comes to information security.

How Pura Online works

Pura Online works by comparing your data against an extensive list of suppression files. Simply upload and select from a variety of cleansing options, including deduplication, obscenity screening, and whether people in your customer database have moved, passed away, or changed names.

Once uploaded, the data is standardised and compared with the chosen suppression lists. If a match is found, the record is flagged for you to remove.

Once complete, the data is written to disk and encrypted. After that, you’ll be emailed with your own unique password and can then log on to download the result. Simple.

Pura Online product portfolio includes

  • An enviable suite of highest-quality relocation lists: Remover, Gone Away Suppression (GAS), disConnect, National Change of Address (NCOA), Experian Absolute Movers
  • Millions of bereavement records: National Deceased Register (NDR), The Bereavement Register (TBR), Mortascreen, Equifax disConnect, Experian Mortality
  • Complete user-submitted opt-out mailing preferences: MPS Consumer File

And new suppression lists are constantly in testing to make Pura Online even more helpful.

Your data is safe, secure, and compliant with us

ISO certification

Rest assured your data is in safe hands. Edit is proud to have held ISO 27001:2013 and Cyber Essentials certifications for years. All our Pura solutions are hosted within this mature framework and all data is processed within the Edit infrastructure.

GDPR compliance

Pura Online helps you be fully compliant with the fourth principle of the UK’s Data Protection Act 2018 (DPA) that states you must keep your data accurate and up to date. Although that’s been law since the mid ‘90s, GDPR has brought this into sharp focus and good data management will help you be compliant.

Trusted by big brands

Edit works with data for big, international brands day in, day out. We’re routinely trusted to build robust solutions that are hosted securely and managed by our highly skilled and knowledgeable teams. Pura Online is a part of this heritage.

Simple and quick payment

You submit, assess, and pay for your data processing all via the simple Pura Online portal. After your customer details have been cleansed you have the choice of settling the bill via Worldpay using either a Visa, Mastercard, or JCB card.

Pura Online is trusted by…

The technologies behind Pura Online have already helped big brands.

Claim your free data audit

Upload your customer and prospect data and get an overview report to demonstrate what Pura Online can do. Unlock the complete names and addresses with one simple payment.

More reasons why you need Pura Online

Change is constant – and your data needs to adapt. Each year in the UK, around 7.5 million people move to a new house and there are over 500,000 bereavements. No matter what type of customer database you maintain, or what industry you operate in, you will be affected. In fact, it’s estimated an average database decays at a rate of 11% per year.
Cleansed, accurate data means:

  • Less waste: Less paper, energy, and money wasted on direct mail that never reaches a recipient. And lower costs processing and capturing packs that are returned.
  • Improve response: You will see an increase in response rates and better return on investment in all data-related campaign activity.
  • Better analytics: Insight driven through analytics is only as useful as the quality of the data on which it’s based. Improve your data quality, improve your analytical insight.
  • Protect your brand: Sending out direct mail or other marketing communications based on inaccurate data, such as out-of-date names and addresses, affects brand perception and damages trust.

Avoid fines

To ensure compliance with current DPA and future GDPR legislation, businesses must have a regular procedure for keeping data accurate and up to date. Inaccurate data risks hefty fines.

No download

You use Pura Online from your browser – no download required. Simply log in, upload the data you want validated, then make your selections. Your data will be available when everything’s done.

Decrease fraud

Sensitive information sent to the wrong address has the potential to be used in fraudulent activity. The legal requirement for you to keep data clean is intended to stop misuse of consumer records

Interested in speaking to us? Get in touch!