Tag: direct mail

Direct mail 'better than internet or phone'

Posted by | May 30, 2008 | |

Companies may be better off contacting potential customers via direct mail than the internet or telephone, according to new research.
A study carried out by Amarach on behalf of the Irish postal service An Post, claimed the majority of people read their post as soon as they receive it.

Although around 70 pct of people felt most of the direct mail they receive is irrelevant, nearly half said that they enjoy reading their post and 70 pct said they preferred companies to use the postal service.

The positive response for direct mail is surprising given that in the same research, nearly two-thirds of the people surveyed said they felt negatively towards direct mail.

Furthermore, 80 pct of the 1,000 people who were surveyed for the report said they felt the amount of direct mail sent out should be limited because of the impact on the environment.

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Royal Mail strike up a customer dialogue

Posted by | May 23, 2008 | |

Royal Mail is continuing to support the direct marketing industry with the launch of “Dialogue Mail”, a customer relationship management solution combining traditional direct mail with digital media.

In partnership with dialogue marketing company, Vialuna, Royal Mail now offers a product that claims to offer “an integrated solution that will enable brands to have more in-depth and engaging conversations with prospects or existing customers.”

Recent Royal Mail research revealed that over half (55%) of consumers prefer to be contacted by a combination of DM and online and that integrating digital advertising with direct mail campaigns can increase customer spend by almost 25% and Dialogue Mail leverages these findings.

The Dialogue Mail journey begins with an intrigue-based mailshot designed to pique recipients’ interest and direct them online. Vialuna’s technology creates personalised URLs, meaning the campaign is individually tailored to each customer. The interactive microsites can be designed to allow customers to share their preferences, request specific products or information and direct the overall customer journey.

The system claims to capture all interaction, allowing the brand to learn more about individual’s behaviour and shape future communications to make them more relevant. Vialuna’s Dialog Engine’ tracks campaign responses and delivers lead alerts directly to sales teams in real-time.

Martin Pang, Managing Director of Vialuna UK, explained the power of Dialogue Manager “We have been operating in the US for eight years and are quickly expanding across Europe. In all that time, we have achieved double-figure response rates for our clients. The reason is that Dialogue Mail is mutually beneficial marketing. The customer gets the benefit of a personal experience whilst the brand captures customer insight leading to deeper, more relevant and meaningful relationship.”

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USPS direct mail site to focus on small businesses

Posted by | May 22, 2008 | |

The US Postal Service plans to redesign its direct mail Web site to make it more relevant to small business owners.

According to research by ComScore, 84 pct of the visitors to the direct mail site are businesses, and 59 pct of those visitors are small businesses with 10 or fewer employees, said Carlton Shufflebarger, manager of direct mail for the USPS, at a workshop at the National Postal Forum in Anaheim, CA, today.

Small businesses visiting the site are looking for rate information, advice on planning direct mail campaigns and tips for creating mailpieces, Shufflebarger said.

To better address those needs, he said the site will be re-designed and re-organized. The USPS also plans to add direct mail “success stories” featuring small business owners, he said.

Most large businesses tend to utilize advertising agencies or other direct marketing service companies for this information, Shufflebarger added.

The direct mail Web site also provides links to Click2Mail, PremiumPostcard and CardStore. These three online services — which are independent companies partnered with the USPS — can assist businesses with their direct mail campaigns.

Users of these sites can upload their own address lists, select the format of mail they want to send and customize their mail pieces with copy, photos and/or logos. By using one of these three online services, small businesses can qualify for automation rates without paying Standard Mail fees, said Debbie A. Miller, online solutions specialist for the USPS.

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Royal Mail marketing head to leave after restructure (UK)

Posted by | May 22, 2008 | |

Royal Mail Marketing Director Alex Batchelor is leaving at the end of next month following a restructure of the marketing team.

His departure comes about a month before group strategy director Alex Smith takes over as Strategy and Commercial Director. Batchelor, who had been in the role for three years, would have reported into Smith in his new role.

It is thought that Smith will take over responsibilty for marketing, including overseeing its agencies, Abbot Mead Vickers.BBDO and OMD. Royal Mail completed a review of its advertising last month, retaining AMV.

Batchelor was poached by Royal Mail from Orange, where he was Vice President of Global Brand at Orange. He joined the mobile operator in 2001 from brand consultancy Interbrand. He has also worked at Unilever and Saatchi & Saatchi.

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Royal Mail and Vialuna launch dialogue mail to help businesses develop deeper customer relationships

Posted by | May 19, 2008 | |

Royal Mail is continuing to support the direct marketing industry in an increasingly competitive advertising landscape by launching “Dialogue Mail”, an innovative customer relationship management solution combining traditional direct mail with digital media.

In partnership with dialogue marketing specialists, Vialuna, Royal Mail now offers an integrated solution that will enable brands to have more in-depth and engaging conversations with prospects or existing customers.

Dialogue Mail capitalises on the power of direct mail to drive customers online. Recent Royal Mail research revealed that over half (55 per cent) of consumers prefer to be contacted by a combination of DM and online and that integrating digital advertising with direct mail campaigns can increase customer spend by almost 25 per cent.

The Dialogue Mail journey begins with an intrigue-based mailshot designed to pique recipients’ interest and direct them online. Vialuna’s technology creates personalised URLs, meaning the campaign is individually tailored to each customer. The interactive microsites can be designed to allow customers to share their preferences, request specific products or information and fundamentally direct their overall customer journey.

Crucially, all interaction is captured allowing the brand to learn more about individual’s behaviour and shape future communications to make them more relevant. Vialuna’s Dialog Engine tracks campaign responses and delivers lead alerts directly to sales teams in real-time.

Dialogue Mail is the latest concept in a series of innovative direct mail solutions from Royal Mail designed to help businesses win customers, build loyalty and enhance their brand through the post. The CRM-focused proposition complements Personalised Integrated Media and Sensory Mail, both launched last year, to make direct communications more engaging.

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