by johnt
18. March 2011 13:32
The Royal Mail feel under pressure to promote direct mail over other media channels, therefore to maintain its share of the media the Royal Mail is developing plans to offer customers a payment by results service. This could mean in the future how much you pay will be dependent on how successful the campaign is, the more items sold the more you will pay.
I wish them luck in attempting to codify this new venture, as there are so many variables, when was data cleansing last carried out, how good is the targeting, the quality of the creative material, monitoring, time scales, etc.
This new initiative comes in the wake of its announcement of a 10% price rise from May9th.
With the increase in prices it is more important than ever for companies to maintain a clean database and reduce waste in all their direct marketing campaigns.