Tag: direct mail

Canada Post to act as middleman

Posted by | Mar 11, 2005 | |

Canada Post claims to have found a way to address concerns over ‘junk mail’ and spam by linking consumers and marketers, while protecting personal information.
The Fetch service enables consumers to respond to promotions from participating advertisers via phone, text message or online. Canada Post then acts as a middleman, passing on information, but safeguarding private details. The postal operator, credited with having gained a high level of public trust, is piloting the partnership with 12 businesses including Safeway, Telus and Domino’s Pizza. Warren Tomlin, director of marketing and communication, and co-inventor of Fetch, says: “A lot of media have no call-to-action, so there’s no way to respond. For the consumer, it’s about trust; for the advertiser, it’s about a qualified prospect.”

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PRINTING: Surfacing work

Posted by | Mar 4, 2005 | |

With the print industry consolidating rapidly, the smart money is in high-value, non-standardised direct mail. While service is key, investment in new equipment can also unlock doors. By David Reed

If you see a juggernaut heading towards you, have two options: jump out of the way or start moving in the same direction. Direct mail print specialists may feel they are facing such a decision. Blue-chip clients are increasingly looking to outsource printing, including direct mail.

As well as the cost savings, the ability to operate automated document factories often plays a part in these contracts. Enabling print on demand and combining transactional and marketing messages, this new infrastructure is closely linked to core operational and customer management systems.

Direct mail printers need to either increase the value of their proposition, or move in the same direction by introducing workflow and management information systems in their own factories. The only other alternative is to persuade clients that direct mail print needs to be kept out of the hands of print and facilities management companies.

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MAILING ISSUES: Time to deliver

Posted by | Feb 11, 2005 | |

With the postal services market opening up, mailers could soon be able to select the day of the week in which direct mail and door-drops arrive. Despite being heralded as the most accountable medium, direct mail – and door-drops – do not offer any physical evidence of being delivered in the form of written confirmation by the postal service. One thing you can be sure about with advertising is that an ad has appeared. With TV ads, simply watching during the right slot will provide confirmation, even before the contractor sends out a written report. Radio and press ads can also be physically monitored – and research companies exist that do just that. Even door-to-door can now be monitored using a service like StepCheck. But once the mailing house has raised a docket saying items were handed over to Royal Mail, mailers just have to wait and see if the enquiries or orders start to come in. It is a surprising gap. The sheer volume of items makes it impossible to validate that every single item has been distributed. But the absence of proof reflects another gap in direct mail’s measurability: guaranteed delivery dates.

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Postcode system ‘would double junk mail volumes’ in Ireland

Posted by | Jan 30, 2005 | |

The introduction of postcodes in Ireland is likely to mean a huge increase in the amount of junk mail put through the republic’s letter boxes. Experts say the lack of a postcode system is the only thing that has been holding direct marketers back. They say the experience of other countries suggests the amount of such mail received by households could double. Comreg, the communications industry regulator, is recommending that postcodes be introduced in Ireland, the only country in the European Union not to have them. An Post says it will not pay for the system, but one model favoured by the private post companies is based on lines of longitude and latitude and would not require fresh mapping of the country.

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KarstadtQuelle sells stake in Europapier to Bertelsmann

Posted by | Jan 11, 2005 | |

KarstadtQuelle AG sold its stake in paper wholesaler Europapier AG to Bertelsmann AG unit Arvato at the end of last month, a spokesman for the German retailer told dpa-AFX news agency. He declined to comment on financial details.
The next project on the agenda is the sale of the MDAX-listed company’s logistics operations, he said, adding there are ongoing talks with Deutsche Post
World Net AG’s unit DHL.

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