GUEST AUTHOR – MAIL ISSUES
It’sthequintessentialrelationship
marketingtool,saysMIKEDAVIES.
advantageofhybridmailfor
directmailusers.
Anoffice
relationshipmanagementtool. togetherpavingthewayfor
Hybridmailhelpsreinforce hybridmailtobecometruly
Customerfeedbacktodate
franking
uniformityacrossmailfromany globalinitsscope;mailcan
hassuggestedthatit’sevenmore departmentofagiven alreadyeasilybeformatted
aboututilisingtechnologyto
machineno organisationthroughtheuseof foruseoverseas,butthe
createsmall,adhocmailings
thanaboutcostsavings
longercuts
electronicmastertemplates, possibilitiesaresetto
addinginvaluable increaserapidly.
–whetherthosemailingsare
goingoutto200peopleor
themustard
professionalismandpanache. Forthemoment,hybridmail
occupiesaninnovationspace
2,000.Messagescanbesomuch
regarding
Aninnovationspace wherestate-of-the-art
moretargetedwhensmallerruns
arefeasibleandthereare efficientpostage.
Inthenearfuture,itwillbe technologiesarereallyhelping
interestingtoseehow shapetheexcitingfutureof
obvioussynergieswiththeageof organisationscomeupwith directmarketing.
one-to-onemarketingandWeb newwaysofusingtheexisting
2.0,whereconsumersexpectto technologiestoenhance
beaddressedasdirectlyandas directmail.
meaningfullyaspossible. Attheinternationallevel,
Inthepast,mailingswould technologicaldevelopmentsand
MikeDaviesismanaging
haveinvolvedPCwork,mail networkimprovementsare
director,PrintSoft.
mergingandstuffingenvelopes
byhand,rackingupcountless
hoursofemployees’time.
Atthesametime,printing
supplierswouldbalkattheidea
ofsmallprintrunsandcosts
wouldbehigh.
Hybridmailallowsthe
aggregationofallthedirect
mail-relatedactivitiesinoneprint
house;intheprocess,running
activitiesonhigh-speedprintand
mailingmachinesbecomes
commerciallyviable,while
customerscanachieveattractive
postaldiscountratestheywere
previouslyineligiblefor.
Precisionthroughhybridmail
Directmailisoftenwronglyseen
asamarketingtoolwieldedto
driveimmediatesales.Butpostal
communicationscanalsobeused
smartlytostrengthen
relationshipswithexisting
customers–akeyelementof
sustainablebrand-building.
AccordingtotheDirect
MarketingInformationService,
one-thirdofUKbusinesses
believedirectmailisan
importantandeffectiveclient
www.dmi-news.com June2009 31
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