Tag: Marketing

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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Co-operative Financial Services signs GBP 12m green mail deal

Posted by | Apr 14, 2008 | |

Co-operative Financial Services (CFS) has signed a GBP 12m deal with Xerox to improve customer service and reduce its environmental impact through a new mail distribution system.

The new automated system, which will deal with more than 10,000 postal items per day, will process, catalogue and route all inbound insurance and retail banking correspondence.

Using language recognition technology, business-critical information will be distributed to recipients electronically.

Over time, Xerox will manage all of CFS’s General Insurance and banking documents, and will provide an integrated enterprise distribution/work management environment.

Based on Xerox’s DocuShare technology, this will enable CFS to handle all information electronically. CFS will be able to standardise its inbound communications, create faster customer response times and ensure that more accurate and timely information is both sent and received.

Dick Parkhouse, executive director for strategy and change at CFS, said, “CFS is committed to building a sustainable and efficient business. By adhering to the highest ethical standards, reducing our waste wherever possible and curtailing our energy usage, we will significantly increase our capability and credentials.”

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Deutsche Post aims to grow advertising revenues to offset mail ops attrition

Posted by | Apr 10, 2008 | |

Deutsche Post World Net AG. aims to grow its revenues from advertising as a means of offsetting declines in its core mail business, initially via the vehicle of a free weekly newspaper, board member Juergen Gerdes said.

‘Capturing advertisement revenues is a major priority for us,’ Gerdes told Financial Times Deutschland.

The newspaper, which will have a print run of 1 million, will focus on internet, telecoms and computer news.

Gerdes said Deutsche Post is also considering covering additional industries, such as autos, or those threatened by an advertisement ban on television, such as tobacco and alcohol.

Gerdes, who heads the German mail services company’s mail operations as well as its German parcel operations, said the newspaper will help the company to achieve better utilization rates in its German mail distribution network.

Deutsche Post faces volume attrition due to the increasing use of electronic mail.

He said Deutsche Post is also considering entering the TV and online advertising market.

Deutsche Post already distributes a free advertising leaflet with a weekly circulation of up to 17 million copies. Gerdes said the leaflet will generate sales of some 100 million euros this year.

Gerdes said Deutsche Post is seeking to cooperate with publishing houses in printing and editorial content.

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Study focuses on future of news, newspapers

Posted by | Mar 23, 2008 | |

It’s Thursday morning, and I have a choice: Fill out my NCAA bracket for the office pool or write a column about the future of newspapers. Filling out the bracket would be easier — the predictions much simpler.

But that’s not part of my job description, so I’ll turn to the latest report from the Project for Excellence in Journalism.

Associated with the Pew Research Center in Washington, D.C., the journalism organization looks at news media trends across numerous platforms, including radio, TV, newspapers and the Internet.

“The state of the American news media in 2008 is more troubled than a year ago.

“And the problems, increasingly, appear to be different than many experts have predicted.”

Those are the opening lines of the overview of the study.

In many ways, the study — which examined the public’s news habits as well as coverage trends, staffing levels, revenue, ratings and circulation trends and more — provided good news for newspapers.

While paid circulation of newspapers continued to decline in 2007, readership of newspapers remains strong.

Market research conducted for the Journal & Courier last fall mirrored that finding. Our survey showed that readership of our print edition had increased over the past two years. In addition, the national study found traffic at newspapers’ Web sites growing at impressive rates, something we also have seen at jconline.com.

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HBO goes postal (U.S)

Posted by | Mar 12, 2008 | |

Close your laptop, put away your BlackBerry and write a letter. That’s what John Adams would have wanted.

The U.S. Postal Service and HBO recently launched an ad campaign that focuses on the importance of handwritten correspondence and the heartfelt feelings it evokes. The effort, called “Power of the Letter,” promotes HBO’s miniseries John Adams, which details the life of the second U.S. president and his abundant letter writing.

HBO, seeking exposure for the miniseries that premieres on March 16, is footing the bill. “We didn’t have to spend a penny on this campaign,” said rep Sue Brennan at the USPS, Washington.

The campaign spans across TV, online and retail. A specialWeb site, poweroftheletter.com, was created by HBO, which provides a brief description of the miniseries and encourages consumers to write letters. Standees, which are 6-foot tall cardboard ads, were put up in more than 4,000 Postal Service retail locations around the country to drive consumers to the Web site, in addition to window clings with ads in 12,000-plus locations.

The campaign will run until the end of the month. Civic Entertainment Group, New York, handles.

“[The promotion] is in more Postal Service locations than there are Starbucks coffee shops and Wal-Mart stores in the U.S.,” said Spencer Rice, a director at Civic Entertainment.

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