DM must use suppression techniques
Your Direct Mail Attitudes research (MW last week) provided great reassurance that DM is still seen as a valuable tool, complimenting rather than being replaced by digital and interactive direct marketing.
The research emphasises that DM provides one of the highest returns on investment especially when correct targeting techniques are applied.
Taking this one stage further, however, it would have been extremely interesting to have reviewed the need to employ suppression techniques and analyse if the industry applies screening for deceased individuals.
Screening data through a deceased suppression file prevents brand damage, helping to maintain a greater ROI and lessen negative environmental impacts.
Jo Bell,
Commercial director, Millenium
