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Making Money From Data Processing

By |2017-01-12T14:13:23+00:00March 29th, 2016|

You might consider data processing to be a necessary evil. An unfortunate and expensive activity you have to undertake to sell direct mail. However as clients continue to search for increased response rates and look to limit the potential for bad press, it is time to start bringing data processing to the front line of your business. Forward thinking mail producers like Pepper Communications have made Lean DM a key differentiator. Jude Whitford, Managing Director of Pepper was quick to see the potential of Lean DM and it’s having a real impact on his bottom line. ‘We have won 2 sizable new clients recently by focusing on Lean DM and the data services we can offer with Cygnus. Once we [...]

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Protecting Our Industry Reputation

By |2017-01-12T14:15:11+00:00February 26th, 2016|

The government’s Fundraising Review should have served as a stark warning to the direct marketing community that the fundamental targeting issues that have been swept under the carpet for years needed to be addressed. Now that the recommended Fundraising Preference Service is almost here, it's worse than many of us could ever have imagined. The proposed ‘all or nothing’ approach will effectively put the kibosh on relationship marketing, the very thing that direct marketing excels at. Not to mention the potential mandatory FPS promotion in all charity direct mail. Whatever the eventual outcome, it is clear that it is going to limit consumer choice and cause mass confusion amongst charity supporters who are happy to hear from their favourite causes, [...]

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A Blueprint for Direct Mail Quality – Lean DM

By |2017-01-12T14:18:41+00:00February 1st, 2016|

We have all heard the story of Henry Ford. He modeled the first assembly lines and pioneered mass production in the early part of the 20th century. Many of the concepts introduced by Ford were to become the precursors to lean manufacturing, one such concept was his focus on quality. Ford is famously quoted saying ‘Quality means doing it right when no one is looking’. Applying this mantra of ‘doing it right’ to direct mail raises a number of questions. For instance do you know of any mail producers or printers who claim to offer anything other than exceptional quality products and service? Can you genuinely articulate how the quality of your direct mail service is distinctively different to a [...]

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Introducing Lean DM

By |2017-01-12T14:22:54+00:00January 21st, 2016|

In a study by the Direct Marketing Association (DMA) it was found approximately 20 million mail pieces are incorrectly sent each month in the UK. The direct cost of this is said to be between £200 million and £300 million annually. However this is only the tip of the iceberg when it comes to the full cost of poorly executed direct mail campaigns. Incorrectly spelling a valued customer's name, sending the same mailing multiple times and missing recipients altogether when they move house is doing untold damage to brands and the perception of the direct mail industry. That is why The Software Bureau has launched Lean DM, an initiative to help mail producers adopt best practice and deliver superior campaign [...]

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Lean DM for Fundraisers

By |2017-01-12T14:36:12+00:00November 11th, 2015|

It is certainly not an exaggeration to say that over the last few months charity fundraising has gone through the wringer. Sparked by the tragic suicide of Britain’s oldest poppy seller, Olive Cooke, who was reportedly extremely distressed by the amount of charity direct mail she received, the national media and in particular, The Daily Mail, called for a review of the way the third sector promotes itself. And it has succeeded with both the ICO and government launching investigations into the issue. Already, recommendations and changes are coming into effect, such as the proposed closure of the self-regulatory Fundraising Standards Board. However, with Christmas just around the corner, traditionally the most lucrative time of year for charity fundraisers, what impact [...]

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