Mail fulfilment as a service
Neopost says mailing enables printers to increase their range of offer and enhance the value proposition.
Print and paper are powerful mediums. In fact print, specifically direct mail, is on the rise and becoming increasingly well-adopted across multiple industries and sectors. Content marketing is a $150bn sector in Australia, and print is a main focus says industry lobby group Two Sides.
Neopost says the ability to offer an end-to-end mailing service should be considered if one is looking to increase their wallet share from existing customers, and attract new customers by way of offering a full print to mail service.
The company says that for your customers - from easily uploading artwork to selecting their mailing options – print businesses can become the complete print and mailing expert provider; offering to fold, insert and post the finished printed material.
Have you ever wondered what happens to your customer’s print once it leaves your premises? How much direct mail are you printing that is destined to be fulfilled by a competitor, or even by the customer themselves? If the fulfilment aspect of your print job is being outsourced, you are missing out on the opportunity to maximise additional revenue. If the customer is fulfilling the mail piece themselves, chances are it is a drain on the customer’s internal resources and infrastructure – offering the printer a compelling argument to convince the customer to outsource the entire print set.
Direct mail on the rise
Whilst there are myriad articles purporting that mail is dead and email is king, research indicates that direct mail is on the resurgence. Direct mail has a response rate of 3.7 per cent and an industry value of $257m in Australia. Many sectors are embracing direct mail as the lead driver of business growth. Paper and print is the preferred communication channel, with 75 per cent of Australians preferring reading print on paper than from a screen, 71 per cent of Australians enjoying the tactile experience of paper and print, and 43 per cent of Australians don’t have a reliable internet connection and want paper records, reports Two Sides.
The reasons are threefold.
First is precision targeting: Direct marketing works best when it is made relevant for the recipient, with tailor-made content appealing directly to the consumer while driving response.
Second is effectiveness: Reports have demonstrated the enduring effectiveness of direct mail, with the Direct Mail Association stating 65 per cent of consumers of all ages have made a purchase as a result of direct mail.
And third is integration: Adding direct mail to an integrated campaign can raise effectiveness by up to 62 per cent according to BrandScience, while bridging technologies such as QR codes make it simple for consumers to go from print to digital.
The statistics prove that direct mail is highly targeted, highly measurable and individualised. It is also cost effective and exible. Customers are catching on to this and as a result, pushing print providers to help drive innovation in the production of eye catching, statement making direct mail.
All about the customer
According to Neopost, in order to capitalise on the resurgence of direct mail it is imperative your business is equipped to manage the entire mailing process from print to post. The latest technology available allows you to not only offer your customer print and automated fulfilment, but security barcoding for sensitive mail, mail traceability and the ability to fulfil customised mail, brochures, company reports and even CDs, automatically. The latest clean mail solutions can allow you to offer address hygiene as a service, that will in turn keep the customers postage costs as low as possible.
Neopost has had multiple successes supporting traditional and commercial printers to expand and add fulfilment as a service. There is a wide platform of equipment available – from entry level to production solutions, depending on the applications and mail volume being quoted for.
Sourced: Australian Printer Magazine, December 2016
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