APRIL 2010 CONTENTS
8
NEWS
4 PCA launches new website
Online business efficiency company Postcode Anywhere has launched a new website.
5 Industry smashes green targets
The UK direct marketing industry has smashed the recycling targets agreed between the DMA and the government.
6 Mixed picture for data marketers
New report finds mixed financial performance picture for the UK database marketing industry.
8 B2B conference for change
The IDM is to launch a programme for change at its forthcoming B2B Marketing conference.
10 Letters
A selection of reader submitted comment.
11 Events
A look ahead to forthcoming events in the data and direct marketing sector.
22
INSIGHT
12 Opinion Drowning In Data
MARK PATRON
Are marketers making the most of the oceans of online data available?
14 Cover Story PAF Licence Launch
ANTONY BEGLEY
This month’s launch of the new PAF licence will affect the entire industry.
18 Email Marketing Election Special
MARGARET FARMAKIS
A timely study of the emailing practices of the major political parties.
18 Notebook
All the latest database and direct marketing research news.
21 US Direct Email segmentation
NEIL M ROSEN
A Stateside look at why activity-based segmentation is on the rise.
22 Case Study Assurant Solutions
IBM uses analytics to match in-bound calls to the most appropriate operative.
34
FEATURES
24 Software Review Imasro
JAMES LAWSON
All the functionality you would expect with a price tag under £10,000.
27 Talking Point The Death of Email
DAVID ELDRIDGE / PAUL BATES
Gartner says 20% of business comms will be done via social media by 2014.
28 Suppression
ANTONY BEGLEY
Most marketers accept the need to do it, but doing it well is the real challenge.
30 Single Customer View
JAMES LAWSON
Real time data updates are the nirvana, but do you really need them?
34 Telemarketing
ANTONY BEGLEY
People are still buying people in 2010.
37 Call It As You See It...
RICHARD LLOYD
Marketing will come full circle .
Comment
Antony Begley, Managing Editor
You’ve got to feel for Miranda Dodd and her team at the Royal Mail’s Address Management Unit – I mean, who would really want the unenviable task of having to try and square the PAF licence circle. She and her team were always onto a hiding to nothing in their pursuit of the perfect new licence that achieved all of the objectives set for it, most of them entirely contradictory and incompatible in one way or another. Putting together this month’s cover story, it struck me just how difficult the AMU team’s life must get because everybody affected by PAF has an opinion on it, and I mean everybody. PAF is a victim of its own success, to a certain extent. It’s ubiquitious now, so much so that it forms the backbone of many businesses and a whole sector relies on it for income in one way or another.
The big boys – the VARs (or Solutions Providers as they’ve been retagged) – have been doing fine thank you very much with the existing licence so many don’t want to see it changed. And you can see their point – the rules were created and they were just exploiting the opportunity that exists, though some would argue that they exploited that opportunity just a little too well. So when the rules are changed and those changes threaten the viability of entire businesses, the outcry is understandable. But you still can’t help but feel a little sorry for Miranda and her team trying to make the best of a bad lot, knowing fine well that they’ll succeed in keeping very few people happy. n
www.dmarket.co.uk
April 2010 3
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