The Benefits Of Using Hybrid
The Benefits of Using Hybrid Mail for Direct Marketing Campaigns
Article by Selectabase Marketing
The Benefits of Using Hybrid Mail for Direct Marketing Campaigns – Marketing – Email Marketing
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Hybrid Mail is a new form of mailing which utilises the latest technology in digital printing and logistics.
Senders typically upload their letter and address data to an external Hybrid Mail provider. The letter is then printed remotely, sorted and delivered straight into the mail system in bulk along with other senders mailers.
Hybrid Mail therefore offers a range of benefits to users. Costs can be reduced as outsourcing printing and fulfillment achieves cost savings in print and postage costs. For example users can receive discounted postage costs for both small sized mailings and larger volumes. Time is also saved as there is less organising of mailing houses, or even hand filling of envelopes as can happen in smaller businesses.
Another reason for the growing interest in Hybrid Mail is the environmental benefits which it can provide. The direct marketing industry remains under pressure to clean up its act on environmental matters. A recent survey by the Direct Marketing Association found that over a third of respondents believe that unpersonalised leaflets, coupons and direct mail were more harmful to the environment than newspapers and supplements.
In response leading direct marketing industry bodies including the DMA and Royal Mail have worked with BSI British Standards to develop a new environmental standard for direct marketing called PAS 2020, and The DMA has updated its DM Code of Practice to set out guidelines designed to minimise environmental impact from mailings.
It is unlikely that SMEs will become motivated enough or have sufficient resources to adopt such practices as achieving PAS2020, yet they are likely to be receptive to simple and cost effective ways to make their activities more environmentally friendly such as using Hybrid Mail solutions.
Hybrid Mail is also well suited to carrying out more successful direct marketing campaigns. The latest digital printing technology can ensure higher quality and more consistent results thus portraying a better image. The reduced costs and set up costs also mean that smaller campaigns can be sent to smaller segments to improve targeting, or test campaigns can be sent to ensure better results from subsequent larger mailings.
When combined with quality mailing data, Hybrid Mail can really come into its own as a powerful direct marketing solution. Senders can source targeted business or consumer lists online from sources such as Prospect Download, then upload their lists and mailing copy to a Hybrid Mail provider which takes care of the mail merge and personalisation.
About the Author
Selectabase is a leading provider of direct marketing lists and data, which can be provided for use in campaigns using Hybrid Mail solutions. For example Selectabase offer the Prospect Download self serve online list selection portal where users can source and download business or consumer lists for use in mailings, with no minimum quantity. More information is available at http://www.selectabase.co.uk/buy-a-list/
Use and distribution of this article is subject to our Publisher Guidelines
whereby the original author’s information and copyright must be included.
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Selectabase is a leading provider of direct marketing lists and data, which can be provided for use in campaigns using Hybrid Mail solutions. For example Selectabase offer the Prospect Download self serve online list selection portal where users can source and download business or consumer lists for use in mailings, with no minimum quantity. More information is available at http://www.selectabase.co.uk/buy-a-list/
Use and distribution of this article is subject to our Publisher Guidelines
whereby the original author’s information and copyright must be included.