The Software Bureau launches Lean DM: a new approach to direct mail
New research reveals that mistargeted direct mail is costing UK businesses almost a billion pounds (£965,800,000) each year, comprising £772,800,000 of unrealised revenue and £192,000,000. production costs.
The findings by leading data quality and hygiene specialist, The Software Bureau, come in the wake of the organisation’s launch of a new approach to direct mail: Lean DM in response to market demand for a way to minimise direct mail wastage.
“Introducing Lean DM from The Software Bureau” https://t.co/FFBmcBD5R7 #LeanDM
— The Software Bureau (@softwarebureau) January 20, 2016
Following a six month consultation period the firm has identified five key sources of direct mail wastage, which result in almost one in 12 pieces of direct mail being obsolete:
1. Pack design
2. Postage optimisation
3. Data formatting
4. Data Quality
5. Failure of feedback loop
These five areas result in poor response rates, increased overall campaign costs and ultimately unhappy customers – both consumers and direct mailers.
Lean DM is a new workflow package from The Software Bureau that is run through its award-winning Cygnus data processing suite which systematically addresses each of the five sources of waste and highlights opportunities to both optimise mailings and save money. It provides an easy solution for both direct mail producers and end users.
For direct mail producers: Lean DM is a new revenue stream which demonstrably minimises direct mail wastage
For end clients: Lean DM #LeanDMsaves thousands of pounds for every direct mail campaign sent out, increases direct mail ROI, reduces brand damage associated with mistargeted mail and ultimately enables more responsible direct marketing in line with governmental and ICO dictates.
Comments Martin Rides, MD, @softwarebureau The Software Bureau: “£1 billion is an eye watering amount of money to burn. Millions of mailings are wasted each year, but because of good response rates, favourable ROI and the perception of hard work and added costs to rectify the problem a blind eye has largely been turned. However, with increasing pressure for responsible marketing and demand for even better ROI wastage can no longer be put to one side. Lean DM battles it head on and wins.”
Adds Scott Evans, Head of Data and Marketing Communications, Pureprint Group Limited:”Lean DM #LeanDM is a solution that the industry has been crying out for. It’s a one stop shop for targeted, responsible direct marketing and as a result will help bolster the reputation of direct mail in general but also save clients’ money, making it even more of a cost effective channel.”