Royal Mail unveils next phase in direct marketing

Royal Mail has launched a new direct marketing service that will seek to fuse traditional direct mail campaigns with digital media.

Following the successful trial of its Personalised Integrated Media solution last year with Audi, the firm has decided to roll out the scheme for all customers seeking to launch a direct marketing campaign.

However, for any direct mail initiative to prove successful, a high standard of data quality is needed so as to ensure that information is being sent to the correct addresses. Returns on investment can often be reduced by incorrect data which causes information to be sent to old or inaccurate addresses, meaning that data cleansing exercises are important to get the most out of any such campaign.

By maintaining a high standard of data quality, through data suppression and data cleansing operations, a firm can carry out a highly successful direct mail campaign, even without the latest technology as employed by Royal Mail.