Print.IT - issue 50

14 PRINT.IT COVER STORY Mailing automation Multi-channel output management software is obviously integral to such an approach. But it is equally important to look at the processes involved in the production and despatch of transactional mail, such as letters, statements, bills and invoices. In a world where people are receiving a mix of digital and printed communications from the same business, physical mail cannot be treated as a poor relation of email and social media. As far as possible, it should take on the attributes of digital channels, particularly with regard to speed of delivery, personalisation and response. As communications of this sort very often contain sensitive or confidential information, it is important to use accurate and up-to-date mailing lists and to have systems in place to ensure that letters and insertions are sent to the right person. The Information Commissioner’s Office (ICO) Annual Report for 2016-2017 suggests that too many businesses are falling short in this area, with more than one in four of the 17,335 data protection problem reported relating to the disclosure of data (17%) or the use of inaccurate data (11%). Automating mail processes to eliminate delays, errors, waste and cost from the production of outbound mail and the opening and distribution of inbound letters is just as important. For almost 100 years, Neopost has been helping organisations improve the efficiency of their mail production and handling, and this is still a vital part of the business. Today, traditional solutions like franking machines, folder-inserters, letter openers and scanners are an important consideration for businesses arguably because of, not despite, the growth of digital channels. Business is speeding up and that affects all areas of operations including printed communications. Marketing communications This is particularly true of marketing communications, which Royal Mail says has a big role to play in a GDPR world because it is ‘subject to fewer regulations than electronic communications’ and is ideally suited to getting consent from customers for future communications. Unaddressed door drops by-pass aII restrictions entirely. In The GDPR Opportunity with Mail , Royal Mail also makes the point that at a time of concern around data and cyber security, mail is welcomed by consumers. This assertion is backed up by research from JICMAIL, the Joint Industry Committee for Mail, which tracks mail received (and processed) by 1,000 households to measure the effectiveness of advertising mail, including direct mail and door drops, but not including business mail (e.g. a bill, statement or notification/reminder). By providing media planners with metrics on the readership, coverage, frequency and exposure of direct mail, JICMAIL hopes that mail will no longer be considered a special case, but will be considered alongside press, radio, television and posters. In its annual report published in January, JICMAIL claims that ‘the reach and frequency of mail have been significantly under-reported’. Its findings show that: n 65% of all addressed mail is opened (this doesn’t take into account mail that doesn’t need to be opened e.g. one-piece mailers and catalogues that aren’t wrapped in plastic, so the proportion that will be read is higher than the opening rate); n On average each item is revisited 4.2 times by the recipient, with letters with a named recipient being looked at again more often than a leaflet or flyer with an address but no name (4.4 times vs 3.6 times); n On average each item is passed on to someone else 1.2 times; n After 28 days, 27% of mail is still live within the household (i.e. not filed or recycled). A separate study by Royal Mail MarketReach highlights the value that direct mail can add to an organisation’s web activities, with 89% of consumers admitting that they are influenced to buy online as a direct result of receiving mail. Royal Mail’s new Programmatic Mail service takes this to a new level by creating and sending highly targeted, timely and relevant direct mail pieces based on permissioned data about an individual’s online activity. If the data shows that someone has spent a significant amount of time looking at a In a world where people are receiving a mix of digital and printed communications from the same business, physical mail cannot be treated as a poor relation of email and social media If you consider Article 25 of GDPR, Data Protection by Design, organisations should ensure that their processes and technology utilisation are robust enough to meet this requirement. “ ” With nearly 100 years of history in assisting organisations with their communication needs, Neopost has brought our experience to bear in developing a range of solutions designed to meet the requirements of specific Articles of GDPR. “ ” Phil Hutchison, Director, Neopost Limited ...continued 01732 759725