by johnt
13. June 2011 17:06
Last week The Postal Services Bill was passed by Parliament, industry experts are forecasting a price hike for commercial mailers according to the DMA. The Bill is the Government’s attempt to sell off Royal Mail and the Post Office.
There will be a new regulatory framework, which will see the transfer of regulatory responsibility for the postal service from Postcomm to Ofcom. After a 15 per cent increase in mailing costs earlier this year, and now with this additional increase it will inevitably lead to companies moving away from using mailings or being more conscious of data cleansing as a method of containing costs.
With the variety of media now available to marketers it will be interesting to see what impact this will have, if their ‘share of voice’ becomes small with more and more marketers using electronic media perhaps we will see a drift back to mailings.