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Brand damage from untargeted mailings key driver of DM growth

Brand damage from untargeted mailings key driver of DM growth

A survey of the UK ’s leading bureaux offering suppression services has revealed that 80 per cent have experienced uplift in client take-up in suppression over the last 12 months.

A surprising result was that this year environmental pressures were ranked as the top factor, moving up from third place in 2008.  Reflecting perhaps the impact of the new environmental standard launched on 21st January PAS 2020, which sets out how to create and manage an environmentally-responsible direct marketing campaign.

A key driver of growth is the cost implications and brand damage associated with sending untargeted mailings. With accountability becoming more of an issue in the economic climate, direct marketers are increasingly looking for ways to make their budgets work harder. Concerns about the introduction of government legislation, if direct mailers aren’t seen to reduce volume was ranked third. 

DECEASED PRODUCT RANKING

All bureaux surveyed screen against both key deceased suppression files with Mortascreen ranking top in screening hierarchy in every case. Greater accuracy and the recency of data were ranked as the two main drivers for this, although competitive pricing was also cited.

GONE AWAY PRODUCT RANKING

The survey also highlighted a significant rise in the number of gone away suppression files held by individual bureaux. In 2008 individual bureaux held an average of just one file, however the latest results reveal that now up to three are held. In terms of hierarchy, the majority of bureaux questioned rank Gone Away Suppression File as their top preference, with Disconnect coming second and Universal Suppression File third. 

Karen Webster, Product Director, Mortascreen, said, “I am delighted that 80 per cent of bureaux have experienced an increase in suppression sales over the last year as it indicates that suppression is climbing higher up the direct marketing agenda. It hasn’t been an easy time for the DM industry with proposed government legislation and an extremely tough challenging economic environment.  The results are also surprising, with environmental pressures climbing two places being rated as the top factor for an increase in suppression.  The survey demonstrates that the bureaux brands can actively show that they are making a concerted effort towards more targeted campaigns, benefiting both the consumer and themselves.

“We conduct this survey on an annual basis to effectively take the temperature of the market and gauge the effectiveness of Mortascreen.  It is fantastic news that Mortascreen continues to top the deceased suppression hierarchy and with developments we have planned later this year to extend coverage we are confident that even more bureaux will use it as the lead product.”

AJR
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