Below the belt: On the record

Monday morning and our office has been hijacked by a box of returned mail. A quick sift reveals pack after pack where the address data is out of date.

This batch of dirty data came from a couple of list industry household names. The reluctance of list owners to undertake simple housekeeping has seriously jeopardised the mailer's brand reputation, whilst he paid for the privilege of doing so in production fees.

Business and consumer lists are equal offenders. Recently a leading hotel chain mailed a costly pack only to see a significant proportion wing its way back marked "Company moved eight years ago", "left company three years ago" etc.

List owners must be able to look after their assets better than this.

Best practice is promoted by the DMA and more recently by the IPA, yet to date the guidelines from both fail to pinpoint this issue or publish tangible levels of acceptability.

Clients have the ability to force change. We provide them with sufficient information by way of reports to demand a rebate for any data bought. But this only saves the cost of the data - not of printing too much for a campaign that falls short of target quantity because we've had to filter out the junk. I can't recall a campaign where the broker has encouraged our clients to return returns.

Come on, let's practise good practice before someone forces us to.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Premier League rolls back into town with moody BT Sport ad
Amazon asks permission to trial Prime Air drone delivery service
Brands celebrate Germany's World Cup triumph
Morrisons' pun-tastic ads show off new London delivery service
Ex-Thomas Cook marketer Mike Hoban resurfaces at Morrisons
Barbour creates real-time illustrations of consumers' stories for summer campaign
Viral review: Samsung goes for Apple’s jugular but fails to connect
View from Brazil: why we didn't believe we could lose the World Cup
Heineken unveils ‘Open Your City’ drive with Metro for ‘men of the world’
Unilever continues portfolio 'reshaping' with Slim-Fast sale
Amazon to fight US authorities over in-app purchase claims
Google set to invest $100m in Europe's tech start-ups
Metcalfe's set to release quirky debut TV ad
Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'