Tag: direct mail

Royal Mail offers chocolate mailpacks (UK)

Posted by | Jan 16, 2008 | |

Royal Mail is stepping up its efforts to get companies to use direct mail by creating a new personalised mailpack made entirely of chocolate.

The pack aims to demonstrate to businesses the benefits of enhancing brand communications by engaging more senses through direct mail initiatives with its own chocolate mailing.

It includes an engraved personalised message and a brochure with a heat-sensitive cover. The ‘chocolate letter’, created by Proximity London, demonstrates the sensory experience of direct mail, and also gives examples of best-practice sensory direct mail from around the world.

The campaign follows Royal Mail’s partnership with Brand Sense, the sense branding specialists, to develop a solution which will enable brand managers to connect with customers to engage three or more of the senses through direct mail.

The “chocolate letter” pack is being sent to senior marketers at 1,000 of the top UK businesses and their creative agencies. It aims to demonstrate how direct mail is more effective than any other channel in engaging all five senses by creating emotional and more profitable connections with customers.

Royal Mail head of media development Antony Miller says: “Direct mail has for a long time been typecast as a predominantly response driven marketing medium by many. So, with this campaign we really wanted to shatter this misconception and demonstrate the flexibility of the medium by showing how it can enhance brand engagement and build deep and meaningful relationships with consumers.”

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Direct Marketing Association (DMA) Unveils Free Online Service

Posted by | Jan 8, 2008 | |

The Direct Marketing Association (DMA) today announced plans to enhance DMAChoice, with the latest evolution of DMA’s Mail Preference Service (MPS), and remove the USD 1 verification fee online, to help consumers decide what catalogs they receive in their mailbox. The USD 1 charge had been an integral part of the MPS validation process.

For the first time, DMA will allow consumers to opt out of mailing
lists by individual brands for free online through DMAChoice, accessible to
consumers at http://www.dmachoice.org. In addition, consumers will be able to
select the catalogs they do wish to receive. DMAChoice has been enhanced to
provide consumers greater choice and will assure the catalog community with
the most reliability, security, authenticity, and control.

The service will allow consumers to choose individual brands and
catalogs they no longer want to receive through the website, an extension
of the service already available to consumers via mail.

DMAChoice is part of DMA’s broader initiative to meet consumer concerns over volume and choice in the receipt of mail. DMA recently announced its new Commitment to Consumer Choice (http://www.dmaccc.org/Home.aspx), a set of guidelines that apply to all DMA members using mail to communicate with consumers. The DMA Board also adopted the Green 15 (http://www.the-dma.org/Green15Toolkit/), a resolution calling all members to implement 15 business practices to deliver environmental benefits.

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Environment minister raises concerns over DM industry (UK)

Posted by | Jan 7, 2008 | |

Environment minister Joan Ruddock has warned the direct marketing industry that it needs to improve its environmental record if it is to avoid legislation such as a mandatory opt-in for direct mail.

Ruddock set out the government’s views of DM’s environmental record in an exclusive interview in the January 2008 issue of Marketing Direct magazine. While she appreciated that “a lot of technical work has gone on” to make DM materials more environmentally friendly, she reminded the industry that opt-in for direct mail is “always on the table” if it doesn’t meet the recycling targets agreed with the Department for Environment, Food and Rural Affairs back in 2003.

She said direct marketers needed to ensure they are “on course” to achieve the second recycling target agreed timed for 2009.

The government would not impose opt-in “lightly… but we could not stand by if the industry made no further response”.

Having met with the Direct Marketing Association late last year, she said she was confident that direct marketers would respond. “We have established a relationship [with the DMA], but we want you to do more. We’re not singling out this industry — every industry and business across the land is being asked to do more for climate change.”

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Catalogue Digital Order Forms signal the end of traditional processing for B2B catalogue companies

Posted by | Dec 20, 2007 | |

The launch of a Digital Order Form from YUDU Media, the UK’s leading provider of digital catalogues, is set to end the complications of fax orders for catalogue companies and increase order intake efficiency. According to YUDU Media, 75 per cent of their B2B catalogue clients still use fax for the majority of orders which can be time consuming and confusing for both the customer and processing team.

The Digital Order Form is open to new and current YUDU Media catalogue customers at no extra cost. It works like an online shopping basket, allowing the customer to collate all the products they wish to buy, as they read through the catalogue. The completed form can then be emailed directly to the catalogue company for processing and effortlessly forwarded to all the relevant departments at the click of a button, such as financial, order intake, sales etc.

Not only can the digital order form increase efficiency and sales value for the B2B catalogue company but it also makes life easier for the user. As well as reducing the need for cumbersome fax orders, it also eliminates the need to make phone orders. Once the order has been sent via email, the catalogue company can call the customer back, to simply process the order. Any language barriers the customer may have ordering from overseas call centres are eliminated as the catalogue company already has the order.

The Digital Order Form is especially beneficial for catalogue companies who sell through distributors, as they can clone their digital catalogue, re-jacket them and programme the order form to send the customer’s orders directly to the relevant distributor.

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