Direct mail promotions should be based on solid business data to ensure they reach the correct destination, it has been suggested.

According to Onepost, firms should make sure their mailing lists and business data are properly checked, cleaned and verified before direct mail messages are sent out to recipients.

Onepost highlighted recent findings from a Direct Mail Association (DMA) data tracking study, which found that more than half (57 per cent) of people unsubscribe from a mailing list if they receive marketing messages that are not adequately targeted.

A similar report found that more than one in four (29 per cent) people believe a company does not take environmental and sustainability issues seriously if they incorrectly address their direct mail.

Luan Wise, Onepost’s marketing manager, commented: “The series of DMA fast.MAP tracking studies are clearly demonstrating the consumer responses we want to avoid. Incorrect addressing is an easy error to rectify. The need for careful targeting is also clear.”

Related Topics: Business Data & Lists