Royal Mail & Jaywing to launch Jaywing Central

Royal Mail have announced the launch of a joint venture with data services company, Alphanumeric Limited (trading as Jaywing). The new company, Jaywing Central Limited (“Jaywing Central”), will provide a communications management solution for direct marketers.

Jaywing Central will be the first true end-to-end multi-channel communications management resource for medium and large companies. Jaywing Central will be looking to improve performance in acquisition, achieve improved renewal rates, and increased effectiveness in direct marketing through segmented customer communications management.

From the initial analysis of customer data through to planning and final fulfilment, Jaywing Central can provide unrivalled expertise by focusing on a ‘customer-orientated’ approach.

Direct marketing activity typically treats customers in the same way even though different segments perform at different rates.

By segmenting customers according to performance for example, and then communicating with them via the most effective channel, this can provide higher retention and cross sell rates and greater profitability.

Jaywing Central includes new highly flexible hardware and software to enable responses to an individual customer’s purchasing habits, adopting a multi channel, multi response approach.

Initial trials of the approach have already yielded impressive results for Jaywing Central’s first customers.

Richard Roche Royal Mail’s Head of Business Development comments:

“Jaywing Central brings together the range of Royal Mail data resources with the targeting and marketing management expertise of Jaywing. This will enable us to provide companies with a new approach to mailing customers. We believe the most effective mailings are those that are properly targeted and event driven. Jaywing Central will monitor customer behaviour and send mailings on that basis. This has an incremental effect on the number of mailings each receives and the potential for greater ROI. Within Jaywing Central they will be focusing on long term bottom line results for customers. The approach is in line with the Royal Mail aim of continually driving forward best practice in the direct marketing arena. Greater use of successful direct marketing channels leads directly to more effective business results for Royal Mail’s customers.”