One in three UK mailshots littered with blunders says research
Around a third of unsolicited direct mail delivered in the UK has mistakes in prospects’ name and addresses, according to new research.
The research by data firm EuroDirect monitored unsolicited mailshots from around 330 UK businesses over several months.
It found that out of 1,004 mailings received, 283 were to either deceased or gone-away residents or had spelling blunders in names and addresses.
EuroDirect warns that this could cause distress and aggravation to those who receive the mail, as well as a waste of money for printing and postage to clients.
Charities were among the worst offenders, with more than three quarters of mailshots containing inaccuracies, the research found. FMCG and care sector firms were also full of mistakes.
Putting in a better performance were insurance companies and utilities firms, which are among the most accurate mailers.
John Dobson, EuroDirect managing director, said: “This research goes against the industry’s claim that data accuracy is improving. While more investment may be being made in targeting there is still an obvious lack of investment in getting simple names and addresses correct. This should be viewed as an incredibly serious issue.”
