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Address management could be key to marketing success
Nov 25 2011, 10:34 AM
Organisations may be prompted to improve their address management following further attention aimed at the practice of direct mail marketing.
Data accuracy might benefit companies in a number of ways, as it could see them targeting more suitable consumers with their offerings and ensure that they stay in line with new legislation enabling people to opt-out of receiving such post.
The Direct Marketing Association has called on members to "come together and show support for the sector when it comes under scrutiny" as on Wednesday (November 23rd) BBC TV's That's Britain included a feature on the environmental impact of junk mail, reports Marketing Week.
It follows a similar piece in July by Panorama, entitled Why Hate Junk Mail?, which was perceived as being largely critical of the practice.
Neil Taylor, Creative Director at The Writer, recently encouraged businesses to deal with complaints in a more personal fashion, something that could require good address management. 
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