Direct marketers have been urged to ensure that they practise database scrubbing otherwise they could be wasting their mailing efforts.
According to Peter Lineal, a direct marketing expert, up to 18 per cent of people move each year just in the US, meaning that much post could be going to the wrong people and therefore be wasted.
“We want to change public understanding of mail database scrubbing,” Mr Lineal writes in decideo.com.
“Businesses that mail regularly waste a lot of printing and postage by using outdated information – duplicate addresses, moved households, deceased persons and seasonal addresses.”
In addition to saving money through better mailing lists, Mr Lineal claims that this is good for the environment too as it saves ink, energy and other resources by not printing and distributing to the wrong people.
While marketers can scrub their own lists, professional firms also exist that claim to report on duplicate records, undeliverable addresses, seasonal and vacant addresses, prisoners or the deceased, as well as those who have opted out of direct mail.