Birmingham Hippodrome (birminghamhippodrome.-com) has bought WinPure's new software to improve its marketing of ticket sales.

The popular venue selected WinPure's 'Clean & Match 2006', which includes modules for identifying missing data, validating email addresses, correctly standardising names and addresses, removing unwanted characters, deduplicating one or two lists and merge/purge facilities.

Clean & Match will match records from Birmingham Hippodrome's own database against records from other agencies that sell tickets, avoiding the sending of duplicate mail to customers and agencies. The software will also allow the Hippodrome to make overall improvements to the quality and appearance of its lists.

Stephen Ebanks, information and sales manager at Birmingham Hippodrome, said: "Using Win-Pure 'Clean & Match' to dedupe and clean our lists means the quality of our data is vastly improved before going to our mailing house, which helps reduce costs.

"Also, being able to validate email addresses means fewer returns via our bulk mailing system, while the ability to change the text to title or lower case saves time and ensures our mailings look professional."

WinPure has users in over 25 countries and across five continents. Clients include Microsoft, Hewlett-Packard, Phillips, Psion, Emirates Airline and West Ham United Football Club.