In case you haven't seen it already, may I draw your attention to this illuminating interview with Judith Donovan, head of the Strategic Mailing Partnership

Her response to a question about what she considered the biggest problem currently with DM was: "Bloody awful DM". It was an answer that certainly resonated in these parts.

Just last week I received an unaddressed mailing from Lovefilm, the second time such a thing has arrived from the company this year.

Any mail that doesn't include something as basic as my name and address is automatically viewed as being irrelevant and deserving of the dread epithet junk mail. The only reason it won't go straight into the recycling is because the print anorak in me needs to have a look at what it is and who it's from. I don't imagine the same applies in other households.

As it happens I am already a Lovefilm member, making this sort of scattergun approach particularly annoying, never mind the obvious waste involved. The other irksome thing was that it urged the recipient to "hurry" and take advantage of the special trial offer, which expires in, err, September. Yes, definitely better get a wiggle on for that.

Lovefilm seems to be pretty successful in its field, laying claim to being one of Europe's largest entertainment businesses with more than one million members. It's also capable of specifying some pretty sophisticated mailings - for example in March I received something rather cleverer from the company featuring an unusual personalised envelope.

So why does a tech-savvy brand like this resort to such "bloody awful DM"?

Answers on a [personalised] postcard please.