One week on and Valentine’s day is wrapped up for another year. This year I was also lucky enough to receive an unexpected Valentine’s card; a mysterious, large, red envelope neatly embossed with SWALK.
Intrigue got the better of me. The card was from George, and formed in the shape of a giant reptile and, yes, you’ve guessed it, a fantastic piece of creative direct mail raising awareness of an international charity, perfectly timed to pull at my heartstrings.
This piece of direct mail which so cleverly caught my imagination reminded me that, despite having worked in the industry for more years than I care to remember, direct mail is still an important marketing channel that simply cannot be overlooked.
Despite the rise of e-cards and other interactive personalised messages, direct mail delivers a truly sensory experience. But, it also made me think about the number of consumers who would be receiving a piece of direct mail for a deceased loved one.
Our research team has spent the winter months analysing when data managers screen data, how often and what for. This has uncovered an enormous amount of insight and sector understanding, drilling down to understand everything from data capture and screening techniques to campaign evaluations, which include database cleansing from returned or unopened items.
We asked a number of our clients direct questions about how often they screen data for deceased records and over 80% screen on a monthly basis, with additional commentary reinforcing that avoiding brand damage as the main reason to regularly screen.
Clients also added that it was crucial that industry best practice techniques regarding data hygiene should be encouraged and upheld. Some of our clients also highlighted that they have a number of cost structures in place, so costs are kept to a minimum and cannot be used as an excuse not to regularly screen.
It’s still a staggering and poignant fact that on average over 170,000 pieces of direct mail are delivered to the deceased every day, causing unnecessary upset and distress to bereaved families. Deceased suppression is not a complicated science – as well as making complete financial sense, it also saves significant waste in unwanted mailings, increasing your ROI and ultimately protecting your brand that you carefully nurture and protect.
And, on a personal level, I’m pleased to say that, on the back of his mailing to me, George may well have found a new admirer and benefactor…
Karen Pritchard is a director of Mortascreen
