Towards the end of 2009, a survey (carried out by Callcredit Information Group Marketing Solutions) revealed that 88% of UK consumers would change their attitude towards a company if they were mailed using incorrect data.

We have long championed the importance of ‘getting it right’ when addressing consumers with offers and this fresh survey certainly supports that view. In addition there are, of course, the environmental issues to consider with poorly addressed communications.

Other key findings from the survey include:

• 40% would never respond to any marketing communications if incorrect data was used

• 33% would lose confidence in the brand

• 15% would never buy from that brand again.

There is also a very important issue identified by the research – and that is the fact that 55% would not contact the company to update or correct their data. The more affluent the individual, the less likely they are to do this, with 70% of those having a household income over £40,000 and 61% of homeowners saying they would not bother.

Some worrying trends are also emerging in terms of the types of consumers who would be ‘turned off’ by a company’s poor data maintenance programme.

• Females would be much more likely to change their perception of the brand than males

• Older audiences appear to be especially affected, with the over 45’s age group being 5% more unlikely to respond to a communication than those aged 18-44