0208 915 1103|sales@thesoftwarebureau.com

The High Cost of Rubbish Direct Mail Data

By |2025-08-28T08:21:02+00:00August 28th, 2025|

I hate to keep banging on about this, but it still confuses me why brands using direct mail continue to post using poor-quality data. We’ve all received it—the catalogue for the previous resident, the duplicate mailer that shows up a week apart, the promotional offer for someone who passed away years ago. It's more than just annoying; it's a massive waste of resources. Sending mail to bad addresses, deceased individuals, or people who no longer live at that location is like throwing money into a bonfire. It drives up costs, reduces your return on investment (ROI), and damages your brand's reputation. Let's break down the most common mistakes and why they're so costly. Duplicates and Undeliverable Addresses One of the [...]

Read More

Creativity vs. Cleanliness: The One Thing Missing from That Brilliant Charity Direct Mail Webinar

By |2025-07-07T12:06:52+00:00July 7th, 2025|

I recently tuned in to a superb webinar hosted by John Watson (Chair and Group Chief Executive) and John Eversley (Managing Director) from WPNC. For anyone in the charity direct mail space, these two need no introduction. John Watson has been a giant in our world for decades — in fact, he's been leading from the front since I first cut my teeth in direct mail over 30 years ago. His reputation precedes him, and rightly so. It was a treat to hear his perspective once again. The session covered a lot of ground — and covered it well. From keeping your mail pack simple, to using long-copy letters, to deploying incentives, and of course tailoring personalisation, the insights were [...]

Read More

Direct mail read rates rocket!

By |2025-03-11T16:20:54+00:00March 11th, 2025|

Direct mail continues to be one of the most effective marketing channels, with the latest JICMail data revealing that 77% of mail was read or looked at in Q4 2024—an all-time high since tracking began. At a time when digital channels are becoming more saturated and ad fraud is on the rise, mail has proven its ability to cut through the noise and drive meaningful consumer action. Unmatched Engagement and Response Rates JICMail’s data highlights the growing impact of mail across various industries, including grocery, charity, travel, finance, and healthcare. Business mail commanded the highest attention span, with an average of 191 seconds of engagement per item, while direct mail held attention for 133 seconds across a 28-day period. But [...]

Read More

Why Data Hygiene Should Be a Top Priority for Local Councils

By |2025-03-03T11:15:34+00:00March 3rd, 2025|

Local councils handle vast amounts of personal data, from council tax records to voter registration and social services. Yet, poor data hygiene remains a widespread issue, leading to inefficiencies, wasted resources, and non-compliance with data protection laws. Only recently one local council hit the headlines for all the wrong reasons - mistakenly telling one of their constituents that he was dead! Mistakes happen, but at a time when public sector budgets are stretched, councils simply cannot afford to overlook data accuracy. Every inaccurate record comes at a cost, whether through: Wasted communications – Sending letters to people who have moved or passed away is not just inefficient, it reflects poorly on the council’s ability to manage records. Delayed services – [...]

Read More

Why the Metaphorical Pen is Mightier Than the Digital Sword

By |2024-12-04T14:58:01+00:00December 10th, 2024|

In a world dominated by fleeting notifications and endless scrolling, the enduring impact of the printed word stands out more than ever.  The phrase "the pen is mightier than the sword" has become a timeless adage, but in marketing, it might be more accurate to say the pen is mightier than the screen. Direct mail—tangible, thoughtful, and tactile—commands attention and creates connections in ways digital mediums struggle to replicate.  The Unique Power of Print: A Cognitive Advantage When was the last time you truly savoured an email? Unlike digital communications, printed materials demand attention in a way that feels immersive and personal. Research consistently shows that the brain processes print differently—and often more effectively—than digital text. For instance, a study [...]

Read More

Direct Mail Enters a New Era with Innovative Measurement Pilot

By |2024-11-18T10:44:32+00:00November 18th, 2024|

JICMAIL and Origin, ISBA’s cross-media measurement programme, are joining forces in an exciting mail measurement pilot study, set to take place in Q4 2024. This initiative aims to test how mail exposure can be effectively integrated into Origin's sophisticated cross-media measurement capabilities. This collaboration marks a new era for direct mail, as it positions the channel as a fully measurable, data-driven medium alongside digital and TV advertising. By integrating JICMAIL’s expertise in mail measurement with Origin's cross-media insights, the advertising industry could revolutionise how it evaluates the role of direct mail within broader campaigns. The initiative has the potential to provide advertisers, agencies, and other stakeholders with new insights into how mail campaigns contribute to overall media effectiveness. The pilot [...]

Read More

How Direct Mail Stands Out Without Overwhelming

By |2024-11-05T18:53:59+00:00November 5th, 2024|

Further to the good news outlined in the Bellwether for the DM sector, a key finding from the latest Direct Mail Consumer Insights Report shows that direct mailers are spot on when it comes to the amount of mail they send.  Consumers today are inundated with brand messages across various channels. Recent research shows the average person is exposed to between 4,000 and 10,000 ads daily! Amid this noise, direct mail holds a unique advantage: it cuts through the clutter without overwhelming recipients. The report reveals that 60% of consumers find the frequency of direct mail communications "just right." Compared to email, digital, and phone marketing, direct mail strikes a balance that resonates well with audiences. It arrives at a [...]

Read More

Navigating Uncertainty with DM

By |2024-10-22T14:01:19+00:00October 22nd, 2024|

The latest IPA Bellwether Report offers a detailed look at the UK marketing landscape in Q3 2024, showing a significant pause in total marketing budgets. With economic uncertainty surrounding the Autumn Budget, many businesses have opted for caution, leading to a net balance of 0.0% between those increasing and decreasing their marketing spend, down from +15.9% in Q2. However, direct marketing continues to shine, outperforming other channels and demonstrating its value in a volatile environment. Direct marketing, including direct mail, saw one of the strongest upward revisions in three quarters, with an increase of +9.7%, up from +8.9% in Q2. This boost underscores the channel's ability to deliver measurable results and maintain customer engagement even when budgets are tight. While [...]

Read More

Why DM is a cocktail party in an envelope

By |2024-10-02T06:37:26+00:00October 2nd, 2024|

In a world where consumers are bombarded by countless messages every day – in fact recent estimates suggest that the average person is exposed to 4,000-10,000 brand communications per day!! So for marketers, cutting through the noise can seem like an impossible task. But there’s a psychological principle that can help your brand stand out: the cocktail party effect. The Cocktail Party Effect: Why It Matters The cocktail party effect refers to our brain’s ability to zero in on relevant information even when surrounded by distractions. In a noisy room, you might not hear every conversation happening around you, but if someone says your name, your attention is instantly captured. The same principle applies to marketing. When a message feels [...]

Read More
Go to Top