Firms that use leaflet printing 'should update databases'

Those who use the services of leaflet printers have been advised to screen their customer databases.

Companies that use leaflet printing should regularly update customer databases to avoid sending materials to deceased individuals, it has been suggested.

Jo Bell, commercial director at Millennium, told Marketing Week it is "absolutely vital" that marketers screen their records for those who have passed away, "especially if mailing lists are used infrequently".

With the run up to Christmas likely to see an increase in direct marketing campaigns as firms compete for consumers, it is estimated that 5.2 million pieces of direct mail will be sent to the deceased this December, according to Ms Bell's company.

She stated with marketing budgets under constant scrutiny, it is imperative that organisations apply regular suppression techniques.

Furthermore, the publication notes wasted direct mail is damaging to the environment and therefore detrimental to a brand's green credentials.

Companies that use leaflet printing may also be interested in a new tool from Royal Mail named the Door Drops Online service, which will allow small and medium-sized businesses to devise and book direct mail campaigns.