5 July 2010
An article by ONEPOST suggested that business databases should be verified and updated before direct mail messages are sent out.
It referred to the recent findings of the DMA fast.MAP data tracking study which revealed that 57 per cent of people would unsubscribe from receiving any further information if a marketing communication was poorly targeted.
In addition, ONEPOST noted that a similar sustainability study had found that 29 per cent of people believe a company is not environmentally friendly if their direct mail is incorrectly addressed.
Read the full article here: Direct mail promotions should be based on solid data – Marketing News – Thomson Local – Direct Marketing.
