Promoting Direct Mail – A New Zealand Experience
Promoting Direct Mail – A New Zealand Experience
Read MoreTag: direct mail
Door drops under threat from environmental issues
The Direct Marketing Association has warned that the door drop industry could face strict measures in response to Government and public concerns over the medium’s impact on the environment.
Speaking at a doordrop media conference organised by postal operator TNT Post, Alex Walsh, head of postal affairs and industry development at the DMA, said environmental issues were posing a significant threat to the direct marketing industry.
He added that while legislation would be too complex to set up for the doordrop industry, a door sticker initiative, in use in the Netherlands since the 1990s, could soon be a reality in the UK. The door sticker, which is also in use in France, Germany, Norway and Belgium, allows consumers to opt out of unaddressed mail completely including free newspapers, or to opt out of undressed mail but opt-in to free newspapers only.
Walsh said that serial offenders who continue to deliver unaddressed mail to those who have opted out by using the door sticker, face fines. ‘No junk mail’ stickers exist in the UK, but there is no legal penalty for those who ignore them.
A spokesperson from TNT Post in Holland said that 13 per cent of households in Holland have chosen to opt-out by using the door sticker.
Walsh also hinted at other possible measures that could be imposed on the industry, such as an eco-tax, which exists in France. Suppliers of unsolicited mail are given the choice of supporting local authority recycling schemes or paying for advertising that encourages the public to recycle.
Read MoreCanada Post Introduces Online Direct Marketing Service
As Canadian small and medium-sized businesses strive to attract customers and adapt to the increasingly technology-based marketplace, Canada Post introduces Direct Marketing Online (www.directmarketingonline.ca). The latest addition to the company’s growing suite of solutions for business, Direct Marketing Online breaks new ground in the Canadian marketing and e-commerce industries by giving SMEs efficient and affordable online access to marketing tools once reserved for big-budget enterprises.
For the over one million businesses with fewer than 500 employees in Canada, attracting customers and standing out from the competition are essential elements for success. For smaller businesses, this is particularly important in the start-up stage, when resources and budgets are limited. An additional challenge for these organizations involves adapting to technological advancements in the marketplace, which can offer important opportunities to increase performance and output, albeit it a cost. However, recent studies indicate that SMEs are increasingly adopting Web-centric attitudes, particularly when it comes to self-serve online applications.
What’s more, Canada Post is introducing Direct Marketing Online at a time when Canadian small businesses are reporting improved performance and confidence over previous years, making it the perfect opportunity for owners to invest in marketing and technology. According to the most recent Canadian Federation of Independent Business Quarterly Business Barometer, released in September 2007, close to 44 pct of Canadian small business owners surveyed reported that their firms were doing “much better” or “somewhat better” than one year ago.
Read MoreDirect mail and e-Shopping – Raquel FERRARI – Universal Postal Union
Direct mail and e-Shopping – Raquel FERRARI – Universal Postal Union
Read MoreCharity furious over mail strike setback
The Weldmar Hospicecare Trust booked a special door-to-door mail drop two years in advance so it could ensure that its 132,000 leaflets were delivered to supporters for a remembrance and fundraising campaign.
But it was forced to cancel the mail shot about its annual Light up a Life campaign because of the postal strike and cannot book another slot.
Fundraising director Caroline Nickinson said: “We’re really angry because for us this is a really important way to reach the people who support us and a lot of people will think we just haven’t bothered to ask them.
“This was always our first point of contact to advertise our Light up a Life campaign at Christmas.”
Under the Light up a Life initiative people can dedicate lights on Christmas trees in memory of loved ones.
The Royal Mail workers went on a two-day strike on Thursday after last minute talks failed when the 130,000 members of the Communication Workers Union rejected the pay offer of 2.5 per cent by Royal Mail.
A second two-day strike is planned from Monday causing further disruption to the industry and it is estimated the walkouts will cost the company millions of pounds.
Mrs Nickinson said: “When we tried to find out more we were told we could still send our letters to the headquarters but there was no guarantee they would be delivered and that would also mean losing the GBP 5,300 fee they charge.
“Luckily our newsletters weren’t printed yet so we could cancel the order at the last minute which was due to cost us more than GBP 4,000.
Spokesman for Royal Mail Richard Hall said: “Regrettably we have had to cancel our door-to-door contracts because of the industrial action. We know it is causing a real inconvenience and we apologise for that.”
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