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61% of Marketers Increased Direct Mail Automation Investment in 2024

By |2024-07-23T11:19:50+00:00July 23rd, 2024|

Recent research by SeQuel Response reveals 61% of marketers increased their investments in direct mail automation over the past year​. This trend underscores the transformative power of automation in enhancing the efficiency, personalisation, and effectiveness of direct mail campaigns. Here are six ways automation is enhancing direct mail: Optimised Personalisation Through Data-Driven Insights The era of generic mail pieces is over; now, campaigns are leveraging sophisticated algorithms to analyse customer data, tailoring messages to individual preferences and behaviours. This approach involves more than just addressing recipients by name—it’s about creating content and offers that resonate deeply with each unique recipient. The result is a significant boost in response rates and customer engagement, driven by the precise alignment of marketing messages [...]

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A Data Protection Update

By |2024-06-04T08:32:56+00:00June 4th, 2024|

Last week marked the sixth anniversary of the General Data Protection Regulation (GDPR), a landmark in data protection that revolutionised how personal data is handled across Europe. However, as many people reflect on GDPR's impact, the future of data protection regulation in the UK hangs in the balance following the recent mothballing of the Data Protection & Digital Information Bill (DPDI). The Demise of DPDI The Government’s decision to exclude the DPDI from its “wash up” process, a fast-track mechanism for essential legislation before Parliament is dissolved, has led to significant uncertainty. Initially introduced in 2021, the DPDI aimed to modernise the UK's data protection framework. However, it was still navigating the committee stage in the House of Lords when [...]

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Unlock the Power of Precision with The Software Bureau’s Data Cleansing Solutions

By |2024-05-21T10:10:00+00:00May 21st, 2024|

Maintaining accurate and up-to-date customer contact information is not just a necessity—it’s a competitive advantage. The Software Bureau’s data cleansing solutions stand at the forefront of this essential service, hosting a staggering 450 million records, the most extensive collection in the industry. This vast database, combined with our robust software, ensures your business can operate with the highest level of data integrity and efficiency. Comprehensive Data Coverage Our data sets encompass a wide range of essential updates, including home mover relocations, goneaways, and deceased records. These data sets are sourced from industry-leading providers such as Royal Mail, Experian, Sagacity, MiExact, The Ark, Shine CK, and DBS Data. This extensive and diverse array of sources guarantees that our clients receive the [...]

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Response rates, ROI, AOV and CPA of DM revealed!

By |2024-05-08T18:04:18+00:00May 8th, 2024|

The latest JICMAIL Response Tracker insights reveal that DM is still very much a marketing channel that achieves results…. Warm direct mail—mail shots sent to existing customers—command on average an 8% response rate. This level of engagement is not only on par with but often exceeds the effectiveness of other media channels. Warm direct mail's success, particularly notable in sectors like medical where it reaches a whopping 26%% response rate, underscores its potential in targeted communications. This method proves especially effective in maintaining and enhancing customer loyalty, offering personalised content that resonates well with the audience. The high response rates are indicative of the trust and rapport that brands have built over time with their existing customer base. Cold Direct [...]

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We are Leading with Innovation: Shaping the Future of Data Hygiene

By |2024-05-03T07:45:54+00:00May 3rd, 2024|

The winds of change are blowing a gale around data regulation. We’ve potentially got two key pieces of incoming legislation that will make a difference to how businesses source, store and use their data. The first is the EU AI Act (which although not directly applicable to the UK is likely to form the framework for a UK specific act) , and the second is the UK GDPR - Data Protection, Digital Information (DPDI) Act. Adapting to New Regulations You can find out more about both acts here: https://www.thesoftwarebureau.com/eu-passes-ai-act/ and here: https://www.thesoftwarebureau.com/whats-going-on-everything-you-need-to-know-about-dpdi-in-the-medium-term/. When these new regulations come into force, businesses face the dual challenge of compliance and optimisation. The EU AI Act is set to impose stringent requirements on AI [...]

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Handling Sensitive Deceased Data

By |2024-04-15T10:54:56+00:00April 15th, 2024|

E.On has been criticised for sending a personalised marketing letter to a deceased customer, urging him to reconsider leaving for another supplier. The letter was addressed to the man's executor and sent to a recently sold home in Brighton, highlighting a significant lapse in data management. This case is not isolated; similar reported instances involve the TV Licensing Authority and NHS mistakenly sending communications to the deceased, causing distress to families and raising questions about data accuracy and respect for privacy. The executor of the deceased pointed out the insensitivity of using personalisation techniques in such a context, where the letter addressed the deceased by his first name to persuade him to remain a customer. This situation underscores a critical [...]

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Direct Mail Continues to Deliver

By |2024-03-05T08:06:41+00:00March 5th, 2024|

The latest data from JICMail reinforces our recent article about the resurgence of print (which you can read here: https://www.thesoftwarebureau.com/print-the-comeback-kid/) The research shows that direct mail is not only holding its ground, but is playing a pivotal role in driving significant commercial returns for businesses. The Power of Mail in Numbers The Q4 2023 data reveals that 6.5% of direct mail prompted a purchase, marking a notable increase from 4.8% in the same quarter the previous year. This surge underscores the evolving consumer behaviours, particularly the increasing regard for direct mail as a communication channel and the shift towards e-commerce, with 3.3% of mail driving online purchases directly. The digital footprint of mail extends further, with 8.4% of recipients visiting [...]

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Are we any closer to UK data protection laws?

By |2024-02-27T07:30:25+00:00February 27th, 2024|

Ummmm – in a word, no…. Last week Secretary of State Michelle Donelan brought the Data Protection and Digital Information (DPDI) Bill back into the House of Commons to secure an extension. Its expiration has now been extended by 280 days, setting a new deadline of December 12, 2024. This extension was critical; without it, the bill faced lapsing on March 8, 12 months after its initial presentation. Following a second reading before Christmas, the DPDI Bill will now make its way through the House of Lords. However, the timeframe for this phase remains a subject of much speculation among political and data circles – particularly with an election looming. One of the more formidable tasks confronting the Lords is [...]

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