Denied access is no surprise

The news that the Electoral Commission is trying to prevent full access to the electoral roll is clearly bad for direct marketing, but it is hardly surprising. The industry has abused the electoral roll for years, bombarding hapless consumers with untargeted offers and causing such resentment that many have chosen to opt out already.

In this industry you reap what you sow, so perhaps it is time to name and shame those companies that churn out millions of pieces of direct mail, knowing that a response rate of below one per cent will be enough to keep their business going.

These companies (and they know who they are) are ruining it for everyone else, as has been proved by the potential withdrawal of available personal data by the Electoral Commission, and by the increasing number of people choosing to take advantage of opt-out preferences for post or telephone (PPS and TPS).

This is a crying shame, as it is no longer cost-prohibitive to mail to a large database; there are plenty of recent case studies showing an excellent return on investment from a targeted mailing campaign. If consumers receive an offer they are actually interested in, they are far more likely to respond.

David Arrowsmith

Senior vice-president of marketing

Protagona Worldwide

Birmingham, West Midlands

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here