Royal Mail direct mail compaign
Malcolm Oliver, a management consultant specialising in marketing and strategy in financial services, on why he likes Royal Mail’s continuing campaign to attract small businesses.
The brief: The introduction of the postal preference system, which lets people opt out of all direct mailings and has the requirement that companies obtain consent to include someone on a mailing list, has done much to reduce the volume of irrelevant “junk” mail that we receive. But direct mail still has an image problem, with many potential senders wary of exposing their customers to unwanted mailshots and deeply sceptical of the claims and motivations of the agencies that produce them.
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