Big businesses welcome UK Royal Mail's PiP plans
Most of the UK’s top 1000 firms believe Pricing in Proportion (PiP) will have a beneficial effect on direct mail by encouraging better targeting and lower volumes, new research shows. While the changes have met with criticism from some in the industry who believe they will stifle creativity, Royal Mail’s expectation is that two-thirds of business mail will be unaffected. Research from mail communications firm Corporate Mailing Matters (CMM) supports this, revealing that two-thirds of the UK’s top 1000 firms believe PiP will result in better targeting of direct mail. CMM said the move to lower volumes has already begun, with marketers increasingly focusing on aligning customer value and the uplift in response that better targeted and more creative mailings can bring.
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