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About Martin

Martin Rides has 35 years’ experience in the world of Data & Direct Mail. He has worked across many areas of the industry including agencies, mail production and data bureaux. After 9 years running a specialist Direct Mail consulting practice, Martin returned to The Software Bureau as Managing Director in 2015.

Charities Potentially Secure £290m Boost Following Data Bill Amendment

By |2025-01-24T10:51:10+00:00January 24th, 2025|

Charity marketers are celebrating a major win after the UK Government backed an amendment to the Data (Use & Access) Bill, extending the ‘soft opt-in’ provision to third-sector fundraising. This development follows a robust lobbying campaign led by the DMA. Soft-opt in becoming a reality for charities The ‘soft opt-in,’ a rule allowing organisations to send marketing emails to individuals who have previously engaged with them, was initially excluded from the new bill after being present in its predecessor, the Data & Digital Information Bill. In response, the DMA issued a letter in November to the Secretary of State for Science, Innovation & Technology, Peter Kyle, urging the Government to reconsider. Research prepared to support the amendment found that  charities [...]

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Is the Public Sector Ready for the Government’s Turbocharged AI Strategy?

By |2025-01-20T15:45:25+00:00January 20th, 2025|

The UK government has unveiled an ambitious plan to harness artificial intelligence (AI) as a catalyst for national renewal, aiming to revolutionise public services and boost economic growth. However, a critical component of the success of this initiative will be the emphasis placed on data quality and hygiene, which serve as the foundation for effective AI implementation. The Importance of Data Quality and Hygiene in AI High-quality, well-maintained data is essential for training AI models to ensure accurate, reliable, and unbiased outcomes. Data hygiene, which involves the ongoing process of cleaning, verifying, and maintaining data integrity, is equally vital. As Edwina Dunn recently highlighted in an article for Decision Marketing, many organisations fail at AI due to "shoddy data", a [...]

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CMO Superpowers for 2025!

By |2025-01-08T09:32:27+00:00January 8th, 2025|

Happy New Year! As we step into a shiny new January, it's the perfect time for reflection and setting intentions not just personally, but professionally too. For marketers, the start of the year presents a prime opportunity to realign strategies and embrace new approaches that drive success. The annual CMO Barometer 2025, a collaboration between Serviceplan Group and the University of St Gallen (HSG), reveals that this year CMOs will need to harness three essential superpowers to thrive—or risk irrelevance in a rapidly shifting landscape. The required superpowers? Analytical Mastery: The ability to interpret complex customer data and transform it into actionable strategies. Creative Agility: Leading with vision and flexibility to navigate dynamic market changes. Human-Centric Insights: A deep understanding [...]

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Automation in 2025

By |2024-12-04T15:03:27+00:00December 16th, 2024|

As we approach 2025, a new report reveals that direct mail automation is poised to transform marketing strategies, combining the power of personalisation, efficiency, and sustainability like never before.  Recent data from SeQual shows 61% of marketers increased their investment in direct mail automation in 2024, and the trend is accelerating.  With the global direct mail automation software market projected to grow at a compound annual growth rate (CAGR) of 24.3%, reaching $3.99 billion by 2030, the potential for this channel is undeniable. Unlocking New Possibilities with Automation Advances in artificial intelligence (AI) are enabling hyper-personalisation, allowing marketers to tailor messages not just by name but by preferences, behaviours, and even predicted future actions. This level of precision is already [...]

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Why the Metaphorical Pen is Mightier Than the Digital Sword

By |2024-12-04T14:58:01+00:00December 10th, 2024|

In a world dominated by fleeting notifications and endless scrolling, the enduring impact of the printed word stands out more than ever.  The phrase "the pen is mightier than the sword" has become a timeless adage, but in marketing, it might be more accurate to say the pen is mightier than the screen. Direct mail—tangible, thoughtful, and tactile—commands attention and creates connections in ways digital mediums struggle to replicate.  The Unique Power of Print: A Cognitive Advantage When was the last time you truly savoured an email? Unlike digital communications, printed materials demand attention in a way that feels immersive and personal. Research consistently shows that the brain processes print differently—and often more effectively—than digital text. For instance, a study [...]

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Slow and Steady Wins the Race! DM still Growing

By |2024-12-04T14:53:40+00:00December 4th, 2024|

According to a new global industry report by The Business Research Company, the direct mail advertising market is set to grow steadily in the coming years.  Valued at $76.68 billion in 2023, the market is projected to rise to $79 billion in 2024, with a compound annual growth rate (CAGR) of 3.0%.  By 2028, it is expected to reach $87.93 billion, growing at a CAGR of 2.7%. This consistent growth is a testament to direct mail’s resilience in an era dominated by digital marketing. With response rates ranging from 2.7% to 4.4%—significantly higher than email’s 0.6%—and an average ROI of $4.09 for every $1.27 spent, direct mail remains a vital and highly effective marketing channel. Its longer shelf life and [...]

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Postal Persuasion: How Direct Mail Shaped the 2024 Election and Why Trust Matters

By |2024-11-26T11:52:49+00:00November 26th, 2024|

It goes without saying that for political campaigning, the choice of communication channels plays a pivotal role in influencing voter behaviour. And according to new research by Marketreach, in collaboration with Thinks Insight & Strategy direct mail played a significant part this year in shaping voting intentions during the General Election. Mail's Influence on Voting Decisions The study reveals that 27% of respondents identified mail as the most influential medium in their decision-making process, surpassing television (24%) and social media (18%). Mail also achieved the highest engagement level at 70%, indicating it is most likely to be read, shared, or discussed. Notably, mail was perceived as nearly twice as trustworthy as other channels, with only 20% associating it with misleading [...]

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Direct Mail Enters a New Era with Innovative Measurement Pilot

By |2024-11-18T10:44:32+00:00November 18th, 2024|

JICMAIL and Origin, ISBA’s cross-media measurement programme, are joining forces in an exciting mail measurement pilot study, set to take place in Q4 2024. This initiative aims to test how mail exposure can be effectively integrated into Origin's sophisticated cross-media measurement capabilities. This collaboration marks a new era for direct mail, as it positions the channel as a fully measurable, data-driven medium alongside digital and TV advertising. By integrating JICMAIL’s expertise in mail measurement with Origin's cross-media insights, the advertising industry could revolutionise how it evaluates the role of direct mail within broader campaigns. The initiative has the potential to provide advertisers, agencies, and other stakeholders with new insights into how mail campaigns contribute to overall media effectiveness. The pilot [...]

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Data Hygiene and GenAI

By |2024-11-13T10:55:58+00:00November 13th, 2024|

Working in data hygiene, we know a thing or two about the importance of data quality. As more businesses look to harness the power of GenAI, they too are learning that data quality and hygiene are critical to success. AI systems are only as good as the data fed into them, and generative AI (GenAI) is no exception.  BT’s Chief Data & AI Officer, Deepika Adusumilli, recently highlighted that while ideas for GenAI applications are plentiful, turning them into high-impact tools requires rigorous data quality standards. Without clean data, even the best AI strategies struggle—a reminder of the direct mail adage, “rubbish in, rubbish out.” Direct Mail Lessons for GenAI: Data Quality is a Continuous Process The direct mail sector [...]

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