Screen DM files to avoid death traps
Your Trends article about direct mail (MW 14 January) provided a great insight into the public’s perceptions of direct marketing. What was clearly evident was that consumers would dismiss and dispose of any direct mail that had incorrect salutation, which considering the amount of investment that was injected into a direct mail campaign should be a warning heeded by all marketers.
However, the research failed to include any insight into direct mail sent to the deceased and the irreversible impact this can have on your brand. Over 1,500 people die in the UK every day, so it is essential that all DM campaigns are screened for deceased individuals, avoiding brand damage and ultimately generating a greater
return on investment.
Jo Bell, commercial director, Mortascreen