Arriving home this evening, two letters on the mat, both from British Telecom (BT).
One, my bill for fixed line-rental the other, an invitation to leave my present fixed line provider and ‘join BT’ incredible!
Talk about right hand not knowing what the left hand is doing? Incredible maybe, wasteful certainly.
Rough Calculation: Letter, stamp, sales and marketing creative input, equates to a likely £1 per mailing at least. Multiply by the number of existing customers wrongly targeted? This equates to a significant amount, probably tens or likely hundreds of thousands of pounds.
So what’s the solution?
A simple sense check, how about a database driven cross-reference to check the property address/customer name? The end result, less junk mail, more effective direct mail conversion rates, less landfill/recycling, fewer trees felled and happier customers.
