Deceased mailings can damage brand and revenue
A
Mortascreen product story
Edited by the Marketingweek Marketplace editorial team
Jun 1, 2009
A survey from Mortascreen has revealed that 87 per cent of consumers would cease trading with an organisation if they received a piece of direct mail addressed to a deceased family member.
The survey highlighted that 75 per cent of UK adults have received a piece of direct mail intended for a family member who has passed away within the last six months alone - that equates to 45 million pieces of ill-targeted direct mail.
With more than 575,000 deaths per year in the UK, organisations should constantly screen their customer database in order to identify and remove deceased individuals.
Applying regular screenings helps to avoid and reduce direct-mailing errors and mitigate the brand damage that mailing the dead can incur.
Furthermore, deceased suppression delivers financial and environmental benefits essential in today's market.
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