High quality direct mail is in our hands

We must encourage brands to become more responsible for accurately targeting direct mail (’DM industry agrees to opt-out overhaul’, MW 3 November).

We (as the industry) have the intelligence to be able to precisely pinpoint and target potential customers rather than taking a blanket approach, which can instantly lead to brand damage by sending irrelevant and wasted items of direct mail to uninterested recipients.

Ultimately, ensuring customer databases are kept accurate, in accordance to industry best practice, will avoid poorly targeted DM. It is up to marketers to optimise databases correctly, using regular suppression techniques to ensure successful targeting and achieving a greater ROI.

Karen Pritchard
Marketing director



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