Martin Rides

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.

Lean DM – Focus on Home Mover Tracking

Data Hygiene, Data Processing, Lean DM

Lean DM – Focus on Home Mover Tracking

By Martin|2020-03-05T15:48:54+00:00July 29th, 2016|

Introducing Home Mover Tracking In the first in a series of 5 in-focus articles we take a closer look at home mover tracking as a component of Lean DM. Home mover tracking is about ensuring mail reaches its intended recipient when they move house. According to the Direct Marketing Association 1.5 million people move house every year in the UK and most of us don’t inform everyone that sends us mail that we have moved. The challenge for marketers is to stop the hundreds or sometimes thousands of pounds they spent capturing that prospect or customer from disappearing when they move. A Marketing No-Brainer Data decay from home movers can strike body blows to marketing return on investment figures. The [...]

Five reasons why an in-house data processing tool is a must for fulfilment houses

Data Processing

Five reasons why an in-house data processing tool is a must for fulfilment houses

By Martin|2017-01-12T13:04:15+00:00June 18th, 2016|

Direct Mail’s star is in ascendance. Stats and recent research show that volumes are on the increase. End users are becoming increasingly aware of the power of DM as a legitimate marketing tool as new initiatives from organisations such as Royal Mail are widely publicised. Moreover, as criticisms continue to be levied against telemarketing, lead generation and internet display advertising budget is being shifted across to DM from new and existing mail clients. This is obviously great news for those of us in the industry. But with it comes responsibility – and that responsibility is in the form of exemplary data hygiene. Get it wrong and we risk damaging the reputation of an already fragile (but recovering) medium. All of [...]