EuroDirect Research Reveals True Extent of Inaccurate Direct Mail
Nearly a third of unsolicited UK direct mail contains
errors in either the prospect's name or address details, according
to research revealed today by leading consumer data specialist
EuroDirect.
EuroDirect monitored unsolicited B2C mailings from 330 UK
businesses over a period of several months, and discovered that out
of the 1004 prospect mailing pieces received, 283 (28%) been sent
to deceased or goneaway residents or included either incorrect or
misspelled names and/or addresses.
By causing distress and aggravation for the recipients this
undoubtedly damages the brand image of the mailer but also costs
significant sums of money in wasted print, packaging and postage
costs. It also impacts on response rates as those that are
delivered incorrectly have no chance of even being opened, never
mind turning into a response or a sale!
The research showed that the worst offenders were Charities, with
77 percent of their mailings carrying being inaccurate.
This was followed closely behind by the FMCG and Automotive
sectors with both personalising 65 percent of their mailings
incorrectly. 45 percent of mailings from Financial Service
organisations, including banks, building societies, loan providers
and credit card companies were also found to incorporate
inaccuracies. With just over one-third of mailings using erroneous
name and address data, Insurance Companies and Utilities registered
as the most accurate mailers.
John Dobson, Managing Director, from EuroDirect
comments:
"Data is the pillar of direct marketing activity, but this
research goes against the industry's claim that data accuracy is
improving. While more investment may be being made in targeting,
there is still an obvious lack of investment in getting simple
names and addresses correct. This should be viewed as an incredibly
serious issue, as it can substantially impact on the success of a
direct mail campaign - many consumers will automatically dismiss
marketing collateral if it is incorrectly addressed."
"An average data inaccuracy of 28 percent is likely to seriously
jeopardise the success of any direct marketing activity, and should
be seen by everyone in the industry as a sign that data cleansing
should continue to be high on the agenda."