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Australia Post are they the next Internet victim?

It has started, in the USA of course with verified digital mail, now it is only time before…

Australia Post logo

The death of postal mail has long been in discussion since the Internet first kicked off in the early 1990’s. Well we all know that change even one as rapid as the Internet is not necessarily as fast offline as it is online. Sixteen years later and we are now starting to see some of the effects of the digitisation of mass and 1-2-1 communications. We have already seen the rapid decline of print with Newspapers and Directories now it is Australia Posts turn.

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I want to send Direct Mail but where do I get the data?

Great marketing today relies on a simple idea, which is great customer data. When we run direct marketing activities, it requires having up-to-date customer information and their interests or current purchase history do our messages are relevant and timely.

Business today has many different ‘pots of customer data’ in their business. In fact, it is all around their business is a wealth of customer information. The problem can be that this data is in all sorts of different formats, from business cards, emails, letters, faxes, to spreadsheets and many more.

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Be Targeted, Be Direct!

Direct Marketing is the most successful when you create a communications piece which
not only captures attention but also creates action.

In the past, this was referred to as AIDA; Awareness – Interest – Desire – Action. Whilst with all theory and specialist practice things become more complex this acronym still works today at a high level.

So, why be Targeted and why be Direct?

Get Direct Marketing - Get Read - Get Demand

Because you want your communications to be relevant (Targeted) to the recipient when
they receive and hopefully open the direct mail (Direct to the reader). By knowing who
you are sending your communications to, understanding what services they buy, or
interested in buying enables you to ‘target’ these customers.  This in effect backs up
the idea of AIDA: your target customer is; Aware of you, they are Interested in what
you sell, they Desire the services you have on offer, they take Action.

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