by Rishik
20. July 2011 09:28
I was looking at The Royal Mail website the other day and came across this following statement;
"We do not recognise the term "junk mail". Companies promote their products and services in different ways, including through TV and newspaper advertising, outdoor posters, the internet and the post. Companies use direct mail because it has proven results. Direct mail accounts for more than £16 billion in sales for the UK economy every year and the industry employs 280,000 people directly and indirectly.
Many households find the information useful. If they do not do so, there are many established ways of stopping it. These include signing up to the Mailing Preference Service or Royal Mail’s Door to Door Opt Out scheme for unaddressed mail or contacting companies that have sent mail asking to be taken off their database." http://www2.royalmail.com/customer-service/customer-news#Royal%20Mail%20statement%20on%20the%20recent%20Panorama%20programme
It got me thinking, there really isn't anything that can be called "junk mail". What might be seen as "junk" to one person can be very valuable information to either the customer or the business sending direct mail. For example, I've been hunting around for a car for a while now and had no luck. Suddenly tomorrow a piece of Direct Mail comes through my door for a brand new Porsche with a fantastic offer I can't refuse. It's a win/win situation for all.
And because Direct Mail advertising is so valuable, treat your database with the same level of respect. Regular data cleansing including PAF address correction, goneaway screening, deceased suppression and de-duplication will all ensure you receive an instant return on investment on your mailing costs.
Call one of the Data8 team for more information on 0151 355 4555 or register your details free of charge for your own personalised data quality audit.