The setting up of a campaign to target the incorrect sending of direct mail to the former homes of the deceased is not surprising, said senior communications figure.

Speaking to PrintWeek, David Laybourne, managing director of Real Digital, has highlighted that the inaccurate delivery of mail addressed to individuals who have passed away, which could stem from outdated data lists, is wrong on several levels.

Mr Laybourne said the emergence of the Deceased Preference Service (DPS), which is making efforts to flag up the 60 million pieces of direct mail sent annually to people who have died, is totally understandable.

He told the news provider: “I’m not surprised, it’s very disrespectful and I’m surprised the industry hasn’t got its act together.”

Adding: “It’s a false economy as, for companies that don’t allow the time or budget to use accurate enough data, then response rates aren’t going to add up.”

It was found Hull is the location which has the biggest problem with direct mail being sent to the deceased, with 268,528 such correspondences delivered in the city ever year.

Related Topics: Direct Mail