A couple have become the unwitting recipients of a postcard delivered 79 years after it was first posted. Although baffling to many, this story has highlighted the important of good quality data for those marketeers who use direct mail in thier marketing campaigns.
Arthur Davies and his partner June Nicolopolous received the item at their home in East Dulwich last Thursday lunchtime. It was addressed to a Mr & Mrs Richardson, date-marked 1929 and posted from Burnham-on-Crouch, Essex. The writers of the postcard, possibly called May and Nel, simply say they have arrived safely and ask Mr & Mrs Richardson to write soon.
"This was posted in 1929 so I would say these two girls would have to be over 21 to go away on their own," said Mr Davies. "I'd say they're in their 90s now, if they're still alive at all."
Despite claims that the card may have become lost in the post, Royal Mail have another suggestion. "It is very unlikely that it has been in the Royal Mail system for that length of time," a Royal Mail spokesman told the BBC News. "The most likely explanation is that the item has been re-entered into our postal system and then delivered to the correct address."
For any marketer challenged with increasing their ROI in such difficult ecomonic times, the importance of data quality, and in this case, address verfication, are paramount to campaign success. Visit www.dqglobal.com for more information | 
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