About Ben Warren

Passionate about data - enabling businesses to communicate with their customers in the most effective and compliant manner. Delivering revenue to the Brand and an engaging experience for the customer.

Why now is the time to invest in direct mail – what are you waiting for?

By |2022-03-10T12:37:37+00:00March 10th, 2022|

Last week Royal Mail announced that it was extending its Mailmark Economy Incentive deal until 25th June 2022. This means that businesses can take advantage of more cost-effective campaigns for longer. The discounts that apply are up to 25 per cent for up to three million incremental volume or up to 30 per cent for over three million incremental volume. Mailmark Economy is Royal Mail’s cheapest direct mail tariff. It was introduced at the beginning of last year to help the mail operator become more efficient. It basically enables Royal Mail to delay the handling of all non-urgent mail. Under the Mailmark offering, as soon as Royal Mail receives a campaign it will deliver the items the next day, however, [...]

How clean is your house?

By |2022-03-02T13:45:24+00:00March 2nd, 2022|

According to a new report by Validity which surveyed over 1,200 CRM specialists, 76 per cent of businesses rate their customer relationship management (CRM) data quality as either “good” or “very good. Yet, according to the study 44 per cent estimated their company loses over 10 per cent of annual revenue due to poor data quality. Which seems something of a paradox. Close to 20 years ago a programme called How Clean is Your House? regularly attracted 5.1 million viewers, over 1.5 million more than Love Island – clearly this was before the time of Netflix and Amazon; there was very little else on! The format was simple; hapless homeowners were visited by professional cleaning duo Kim Woodburn and Aggie Mackensie [...]

Reduce the data gap!

By |2022-02-15T09:29:51+00:00February 15th, 2022|

New research reveals that organisations are suffering from what is being coined the ‘data gap’. This has been found to be the major contributor to inaccurate data which has a negative impact on the bottom line. The study by Quantexa which surveyed nearly 350 technology and data decision-makers across key sectors including financial services, insurance and the public sector in the UK, France, Netherlands and Spain, found that data and datatech is being let down by the managers in charge of it. 2022 has already been named the year of data transformation; hot off the coat tails of the pandemic induced digital transformation seen over the past 24 months. The pandemic has accelerated every organisation’s digitisation plans irrespective of whether [...]

Good news for direct mail as Royal Mail extends incentives

By |2022-01-10T11:39:39+00:00January 10th, 2022|

For direct mailers it looks like 2022 is starting off on a positive note as Royal Mail confirms that it is extending all of its existing mail incentives until the end of the year. This includes the Mailmark Economy incentive which was launched last July and gives mail users the opportunity to sell more to their target audience by sending incremental advertising mail, responsible mail and partially address mail with a discount of up to 30 per cent on economy rates. Additionally, the operator has announced that from this week it is implementing an improved 14.5 per cent Mailmark Economy incentive rate for partially addressed mail, increasing from 9.3 per cent offered last year. In more good news, Royal Mail is also [...]

Direct mail proves its worth as part of the marketing mix

By |2021-12-07T09:14:57+00:00December 7th, 2021|

The latest stats from JICMAIL reveal that there has been record levels of digital activity driven by direct mail. The Q3 Report shows that the effectiveness of mail at driving consumers to use their tablets or smartphones has increased by 11 per cent over the last 12 months, while the two-year growth trend revealed an increase of 41 per cent. For the first time the amount of mobile device usage prompted by mail exposure has outstripped the amount used to call advertisers directly. Direct Mail with distinct customer oriented creative content is the most effective at driving mobile usage (of which online banking is a large part). Eleven per cent of DM containing appointment related information drives mobile usage, and [...]

Why GDPR will be high on the business agenda for 2022

By |2021-11-18T09:45:46+00:00November 18th, 2021|

Three and half years ago data legislation in Europe changed with the introduction of General Data Protection Regulation (GDPR). The Data Protection Act 2018 became the UK’s implementation of GDPR and despite our subsequent exit from the EU, GDPR and what it stands for is not going anywhere. In fact, the government recently published a paper: Data: a new direction (click here); outlining potential reforms to ensure that the principles outlined in GDPR are clearer. As the report rightly says ‘data is now one of the most important resources in the world’ and therefore understanding and complying with the legislation is critical, yet despite this research shows that organisations of all sizes and sectors still haven’t quite got to grips [...]

Why data hygiene is critical for local councils

By |2021-10-20T07:50:50+00:00October 20th, 2021|

Even before Covid and the accelerated period of digital transformation, parts of the private sector had undergone a data revolution. Data analytics now sit firmly at the heart of many organisations influencing what communications we receive, what product recommendations we are offered, the news we are served and even the creation of TV shows based on what an algorithm believes will be successful. But what does this mean for councils and local public services. Local authorities has a wealth of information  - everything from social care for vulnerable children, refuse collection, procurement, council tax and planning applications. This information can be used to make services more targeted and effective, to allocate resources where they have the biggest impact and to [...]

Analyse This!

By |2021-07-08T09:03:54+00:00July 7th, 2021|

A recent article published by SelectHub analysed the ten critical CRM trends to monitor for 2021 and one of the key takeaways was that analytics will play a much larger role in decision making by 2022 according to 85 per cent of marketing executives asked. In the world of CRM pretty much everything is growing. Predictions show that CRM will reach a market size of $113.5 billion by 2027 and that is driven by the evidence that companies giving a good customer experience will outperform any company competing solely (or primarily) on product and price. Customers want an experience that is convenient but there is also a trend towards an experience that is personalised. This is nothing new but having [...]

Making sure a better customer journey is a relevant customer journey.

By |2021-06-29T10:04:29+00:00June 29th, 2021|

Microsoft Dynamics 365 has had a marketing update introducing exciting new capabilities previewing AI and SMS features that will help marketers save time, be more productive, and design more accurate customer journeys. The Dynamics 365 June 2021 update includes improved engagement-tracking for Microsoft Teams events, email editor improvements, an option to include iCalendar files in emails, improved bounce error notifications, performance upgrades, and bug fixes. A new area in the Marketing application called 'Real Time Marketing' organises these new capabilities, with the old 'Marketing' area being renamed to 'Outbound Marketing.' The update provides an AI-assisted asset library that automatically tags images related to the content. When marketers are producing email content, they will be given image suggestions based on their [...]

Data Hygiene is imperative to make every executive a Data Master.

By |2021-06-22T10:13:50+00:00June 22nd, 2021|

It’s been an interesting week in the news for data hygiene. Jeff Veis, CMO at Actian published an engaging article about the impact of data on the customer experience. He gave examples of how ‘shoppers looking for cargo shorts on the web see that peers have bought a complimentary brand of sandals’, (hopefully the two won’t be worn with a pair of paisley socks!) He went on to stress that bad data creates bad experiences and that ‘data hygiene is essential to truly offer an advantage in today’s landscapes’. His article was timely, as not long after the Daily Mirror ran an article entitled ‘Covid models used to delay Freedom Day were ‘based on out-of-date data’’.  The take away is [...]

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