Lettershop Hits the Streets | YM Group

Partially Addressed Mail


Lettershop Managing Director Simon Cooper was one of a great list of presenters today at the ‘DISCOVERING NEW DONORS BY REDISCOVERING DIRECT MAIL SEMINAR’ organised by Royal Mail MarketReach and WPN Chameleon.

Royal Mail’s new Partially Addressed mail product, which has been on trial, was a hot topic across speakers from Oxfam, The Institute of Fundraising, EDM Media, Data Compliant, and Marketing Metrix.

In the face of GDPR challenges around acquiring new customers, this new innovative product could be a massive boost for the charity sector where many of the large fundraisers have turned to door drops in fear of the wrath of the ICO.

Simon demonstrated how it can be used in conjunction with our innovative special products to vastly improve speed to market times utilising our Kodak digital print technology and bespoke finishing solutions.

There is no need to acquire data and the targeting is down to household level, just without the individual’s name, plus existing customers, or donors can be suppressed. As this is a bespoke product from Royal Mail there is a separate price which undercuts Advertising Mail by up to 4p per item.

This theme was echoed by Royal Mail’s Director of Mail & Media Products, Andrew Knight and also industry stalwart John Watson who is Chairman & CEO of WPN Chameleon.

Some great case studies were presented which support the case for use of direct mail in the sector versus the now crowded digital landscape. Evidence suggested that DM can be an accelerator for other channels such as TV and email, with a much longer lifespan in consumers’ homes.

For more information about partially addressed please get in touch at ideas@tlg.co.uk

Categories: News