All change for delivery options
Since the e-revolution, direct mail has had to work harder to retain and justify its position within the media mix. Marketers have become smarter, segmenting databases, personalising propositions and exploring more creative executions to maximize the return on investment (ROI) from direct mail campaigns. As such, direct mail has had to constantly evolve to survive.
The final link in the chain – the delivery method – has not reflected this evolution, until now. The deregulation of the mail market on 1 January has changed the mail landscape and the delivery options available.
New operators in the mail market, such as DHL Global Mail, provide marketers with something new in the mail environment: ‘control’. Not only are you now able to benefit from more competitive pricing, but you are able to control ‘when’ and ‘how’ your DM campaigns are delivered. This new control is enhanced by the application of technology that enables transparent reporting. This level of service means you are able to improve your campaign management – from call centre resource planning to response management – in turn improving that all important ROI.
Ultimately direct mail is only as effective as the company delivering it. If it does not arrive when expected the impact can be costly. Isn’t it time you were creative with more than just your mail piece?
