What is hybrid mail?
Hybridmailworksbysending
Inthedirect
Someofthebest-knowncase requiringonlinebilling,
campaigncollateral studieshavebeenantipodean statementsandaccount
electronicallytoacentralhub
marketingarena,
companiesusinghybridmailfor management.
beforebeingfarmedoutto greaterefficiency.Amajor Atthesametime,despite
printhousesasgeographically
hybridmail
nationwidebankandtheworld’s generalmovestowardsonline
closeaspossibletotheir
reallycomes
leadingbusiness-to-business billingandbankinginsome
destinationwhereitisprinted, creditproviderD&B(formerly sectors,marketerswithafirm
folded,enveloped,sealedand
intoitsownby
Dun&Bradstreet)havecounted gripontheirtarget
sorted,readyforinjectioninto amonghybridmailpioneers demographicsknowthatfor
thelocalpostalsystem.
allowingmore
inAustralia. people
Theservice,alreadywell InSwitzerland,hybridmail incertainincomebracketsand
establishedinsomekey
centralised hasbeenequallysuccessful. certainagegroups,paper
overseasmarkets,hasbeen
controlofthe
SwissPost’sPostMailoffers correspondenceremainsthe
heraldedasthequintessential hybridmailprintandpacking, mosteffectiveformof
modernrelationshipmarketing
marketing
allowingcompaniestoefficiently communication.
toolforitscost,timeand outsourcetheirentirebusiness Atfirstglance,Internet
environmentalbenefits,with
spend,brand
andmarketingcorrespondence usagecanseemuniversal,but
uniformityofdocuments, whileretaininginternal therealityformanyBritish
precisemailtrackingandease
uniformityand processes.CasestudiesofSwiss families,isthatInternetaccess
ofmanagementbeingkey
precisetracking.
companiessuccessfullyusing isrestrictedorevennon-existent.
elements. theservicehaveincludeda Inthedirectmarketing
Inthedirectmarketing regionalpropertyinsurerwhich sector,hybridmailoffersareal
arena,hybridmailreallycomes useshybridmailtooutsourceits opportunitytofillthegapleftby
intoitsownthroughallowing entirebusinessmail. adecreaseintransactionalmail;
morecentralisedcontrolofthe IntheUK,itisestimated itrepresentsakindof‘lean
marketingspendandbrand thatamassivetwobillion manufacturing’fordirect
uniformity,thankstotheuseof documentsplus,perannum,are marketinghouses,withahighly
electronicmastertemplates,and suitableforhybridmail, labour-intensivedesktop
theprecisetrackingandauditing replacingitemsthatotherwise processgoingovertoahighly
ofmarketingactivity. wouldbecreatedonadesktop automatedproductionprocess,
computerandwouldconsume andinthecurrentclimate,
Internationalawareness thousandsofperson-hours. operatingleaneraswellas
Hybridmailhasbeenfirmly greenerissomethingevery
establishedinAustraliaforthe Fromgreentolean organisationshouldbe
pasttwoyears,whereAustralia UKorganisationswithakeen takingseriously.
Posthasbeenatrailblazer senseofenvironmentalconcern
throughits‘POST havelongseenthebenefitsof Wastenot,wantnot!
eLetter’service,whichit hybridmail.Buttheconcept Ithassometimesbeenshocking
developedforthe hasbecomeevenmore towitnesstheextentofmoney
NationalAustralia popularinthe wastageinBritishbusinesses
Bankincollaboration economicdownturn, aroundpostage.
withPrintSoft. forentirelydifferent Somecompaniesare
reasons. blissfullyignorantthatanoffice
Printhouseshave frankingmachinenolongercuts
beenstruggling themustardregarding
because,whiletheoverall efficientpostage.
volumeofmailis Theabilitytoproduceand
increasing,transactional distributehigh-quality
volumesaredecreasing– correspondencewhile
dueinlargepartto self-managingprocessesasfar
organisations’customers aspossibleisoneobvious
30 June2009
www.dmi-news.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52