A new study by The Software Bureau reveals that 60 per cent of marketers do not practice reverse marketing; the management of direct mail returns, which costs firms £4.02 per returned piece of mail. Approximately 90 million pieces of direct mail (2.5 per cent) are returned to sender each year. Forty percent of these or 36 million are returned due to the recipient’s wish to be removed from the marketing database equating to a loss of potential revenue of £116 million and £29 million in wasted production costs. Reverse marketing enables organisations to compile in-house do not mail lists that can be screened against future campaigns reducing the volume of mistargeted mailings, saving money and improving the reputation of the [...]