More than 5.2 million Christmas offers sent through the post have been mailed to dead people, according to suppression firm Mortascreen which is warning brands of the distress this can cause.
The company’s research also suggest that the number of promotions, catalogues and general product information sent through the mail has increased by an estimated 17% this year to 152 million offers.
But mailing those who have died can cause unnecessary distress to bereaved
relatives, and have a detrimental impact on a brand’s hard-earned reputation, as well as damage to the environment.
Mortascreen director Karen Pritchard 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.”
