Marketers urged to update mailing lists with 5.2m Christmas offers sent to people who have died
The number of Christmas promotions and catalogues sent through the mail has increased an estimated 17% this year, but 3.2% of this mail will have been sent to deceased members of the public, according to latest research by deceased suppression experts Mortascreen.
Out of the 152 million offers sent through the post, 5.2 million have been sent to people who have died, causing unnecessary distress to bereaved relatives as well as a detrimental impact on a brand’s hard-earned reputation.
Karen Pritchard, director at Mortascreen, said: “It’s absolutely vital that marketers regularly screen customer databases for deceased individuals, especially if mailing lists are used infrequently or on a seasonal basis.
“We spend a huge amount of time working with brands and data managers to help introduce and apply best practice procedures. With marketing budgets constantly under scrutiny, it is essential that marketers apply regular suppression techniques which help to ensure accurate targeting and demonstrate a strong ROI. Brands need to make sure all consumers want for Christmas is them.”