Royal Mail recruits ‘experts’ to boost postal campaigns (UK)

Royal Mail has ramped up its commitment to improving the effectiveness of direct mail campaigns by recruiting a panel of expert data partners.

The postal operator is setting up the supplier panel as part of its investment in data services. It will enable it to offer customers data solutions across a range of specialisms to ensure new and existing customers are effectively reached via the post.

Once the panel is complete, it will provide expert solutions covering acquisition, retention strategy, data processing, database work and online services for SMEs. Royal Mail has put in place a client services division and a team of data consultants to support the panel.

Dataforce is the first company to join the panel, following the issue of a tender to find five specialist data supply companies. The company is a UK leader in implementing, executing and managing multi-channel, integrated communication campaigns.

Royal Mail head of data strategy Colin Bradshaw says: “The panel builds our credibility as a supplier of key services to the data industry. Going through the tender process means we are able to choose what we believe to be the best companies to meet the needs of our customers.

“Royal mail is committed to improving its existing portfolio of data services to boost the overall performance of direct mail campaigns. Investment in this data supplier framework is another important step towards transforming the way companies use information to drive their campaigns.”

Dataforce Group chief executive Ian Lancaster adds: “Our Royal Mail data services partnership supports our position as the UK’s leading operational and analytical integrated marketing services provider. Royal Mail is viewed as a trusted partner by its vast client base, which faces the real challenge of relevant and timely customer communications.