We all know that it’s a good idea for marketers to clean, update, and de-dupe their mailing lists on a regular basis, and as their print provider, this is something you should be encouraging them to do.
Yesterday, we received a piece of mail that reinforces the importance of this practice. It was addressed to one of the former homeowners “or current resident.” Okay, fairly common practice, except that the homeowner had passed away 20 years ago. We’d purchased the home from his widow.
On the positive side, we aren’t related to the former homeowners and have no emotional reaction to his name on the direct mail piece. But what if his wife had still been living there? Can you imagine what her reaction would have been? Or other family members if they still resided there?
Not a good way to promote your brand.
If your clients are resistant to a full data cleanse, perhaps at least they could be convinced to run it against a list of the deceased.