Direct marketers get Royal Mail 'boost'
It has been suggested that the new pricing plans unveiled by Royal Mail could have a significant benefit for the direct marketing sector.
According to economist Ian Senior, the direct marketing industry could gain from the proposed changes, which would see business post charges reduced while domestic postal charges would be increased.
He explained to the Telegraph that the changes will mean companies will be able to afford more mail shots.
However, another important way for a firm to increase its value for money from a direct marketing campaign is to employ data cleansing processes so that it can reduce any losses caused by dirty data.
By carrying out data cleansing processes, a firm can get rid of any dirty data from its systems, thereby providing a high standard of data quality and ensuring that mail shots are not sent to old or incorrect addresses.
As Mr Senior himself pointed out when referring to the potential postal changes, “it is all about keeping costs down”, and the same benefits can be found in a data cleansing exercise.
