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Response rates, ROI, AOV and CPA of DM revealed!

By |2024-05-08T18:04:18+00:00May 8th, 2024|

The latest JICMAIL Response Tracker insights reveal that DM is still very much a marketing channel that achieves results…. Warm direct mail—mail shots sent to existing customers—command on average an 8% response rate. This level of engagement is not only on par with but often exceeds the effectiveness of other media channels. Warm direct mail's success, particularly notable in sectors like medical where it reaches a whopping 26%% response rate, underscores its potential in targeted communications. This method proves especially effective in maintaining and enhancing customer loyalty, offering personalised content that resonates well with the audience. The high response rates are indicative of the trust and rapport that brands have built over time with their existing customer base. Cold Direct [...]

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We are Leading with Innovation: Shaping the Future of Data Hygiene

By |2024-05-03T07:45:54+00:00May 3rd, 2024|

The winds of change are blowing a gale around data regulation. We’ve potentially got two key pieces of incoming legislation that will make a difference to how businesses source, store and use their data. The first is the EU AI Act (which although not directly applicable to the UK is likely to form the framework for a UK specific act) , and the second is the UK GDPR - Data Protection, Digital Information (DPDI) Act. Adapting to New Regulations You can find out more about both acts here: https://www.thesoftwarebureau.com/eu-passes-ai-act/ and here: https://www.thesoftwarebureau.com/whats-going-on-everything-you-need-to-know-about-dpdi-in-the-medium-term/. When these new regulations come into force, businesses face the dual challenge of compliance and optimisation. The EU AI Act is set to impose stringent requirements on AI [...]

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Direct mail set to grow… again

By |2024-04-24T08:55:10+00:00April 24th, 2024|

According to the latest IPA Bellwether Report, the UK's marketing landscape is witnessing a notable increase in direct marketing budgets – the 8th consecutive period of growth. This uplift is part of a broader positive adjustment in overall marketing spend, indicative of an improving economic backdrop and a proactive approach to recession recovery. However, as one of only two channels that posted significant uplifts the inference is that confidence in direct marketing, particularly direct mail, continues to flourish. Tangibility and Trust Direct mail possesses a unique attribute that many modern advertising channels lack: tangibility. This physical nature of direct mail creates a sensory experience for the recipient. It’s something you can touch and feel, often encouraging a more memorable connection [...]

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Handling Sensitive Deceased Data

By |2024-04-15T10:54:56+00:00April 15th, 2024|

E.On has been criticised for sending a personalised marketing letter to a deceased customer, urging him to reconsider leaving for another supplier. The letter was addressed to the man's executor and sent to a recently sold home in Brighton, highlighting a significant lapse in data management. This case is not isolated; similar reported instances involve the TV Licensing Authority and NHS mistakenly sending communications to the deceased, causing distress to families and raising questions about data accuracy and respect for privacy. The executor of the deceased pointed out the insensitivity of using personalisation techniques in such a context, where the letter addressed the deceased by his first name to persuade him to remain a customer. This situation underscores a critical [...]

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Embracing Automation for Growth and Innovation in the Direct Marketing Industry – a pro-people approach

By |2024-04-05T11:14:05+00:00April 5th, 2024|

The direct marketing industry, traditionally slower to automate compared to other sectors, is standing on the cusp of a transformative era driven by technological advancements. With new research from Pearson predicting a net increase of 390,000 jobs by 2027 in England alone, due to automation and augmentation, the industry faces both challenges and opportunities. The Role of Automation in Direct Marketing Automation in direct marketing is not about replacing human tasks with machines. It's about enhancing the efficiency, accuracy, and reach of marketing campaigns through the use of tools that automate data processing and cleansing, significantly reducing the time and cost associated with manual interventions. From postal sortation to address data enhancement, automation can streamline operations, improve compliance, and open [...]

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EU passes AI Act

By |2024-03-19T10:18:06+00:00March 19th, 2024|

The European Parliament has passed the AI Act, the first major AI regulatory framework to become law. It is being seen by experts as potentially setting an international benchmark akin to the impact of GDPR on data privacy standards back in 2018. The framework aims to ensure transparent development and utilisation of AI within the EU, establishing guidelines for AI systems deemed high-risk. In response to concerns from the tech industry about potential restrictions on innovations like ChatGPT, the legislation adopts a risk-based, tiered regulatory strategy rather than a broad, one-size-fits-all approach. It also specifies varying compliance timelines based on the perceived risk level of AI applications. The legislation categorises AI according to its risk level, delineating prohibited uses, essential [...]

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Direct Mail Continues to Deliver

By |2024-03-05T08:06:41+00:00March 5th, 2024|

The latest data from JICMail reinforces our recent article about the resurgence of print (which you can read here: https://www.thesoftwarebureau.com/print-the-comeback-kid/) The research shows that direct mail is not only holding its ground, but is playing a pivotal role in driving significant commercial returns for businesses. The Power of Mail in Numbers The Q4 2023 data reveals that 6.5% of direct mail prompted a purchase, marking a notable increase from 4.8% in the same quarter the previous year. This surge underscores the evolving consumer behaviours, particularly the increasing regard for direct mail as a communication channel and the shift towards e-commerce, with 3.3% of mail driving online purchases directly. The digital footprint of mail extends further, with 8.4% of recipients visiting [...]

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Are we any closer to UK data protection laws?

By |2024-02-27T07:30:25+00:00February 27th, 2024|

Ummmm – in a word, no…. Last week Secretary of State Michelle Donelan brought the Data Protection and Digital Information (DPDI) Bill back into the House of Commons to secure an extension. Its expiration has now been extended by 280 days, setting a new deadline of December 12, 2024. This extension was critical; without it, the bill faced lapsing on March 8, 12 months after its initial presentation. Following a second reading before Christmas, the DPDI Bill will now make its way through the House of Lords. However, the timeframe for this phase remains a subject of much speculation among political and data circles – particularly with an election looming. One of the more formidable tasks confronting the Lords is [...]

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The Curious Case of AI-Generated Data Hacking: A Cautionary Tale

By |2024-02-05T09:30:28+00:00February 5th, 2024|

In the ever-evolving landscape of cybersecurity, a bizarre new trend has emerged, blurring the lines between reality and fiction. Picture this: a hacking forum on a quiet Sunday, buzzing with the advertisement of a stolen data cache from Europcar. The claim? Over 48 million customers' personal information up for sale. The twist? The data might just be a figment of artificial intelligence's imagination, specifically conjured up by ChatGPT. Europcar's response was swift, with spokesperson Vincent Vevaud debunking the claim after a meticulous examination. The inconsistencies were glaring: The purported number of records didn't match Europcar's database. Sample data was likely AI-generated, featuring non-existent addresses, mismatched ZIP codes, and bizarre email domains. None of the email addresses were found in Europcar's [...]

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Why Data Hygiene for Councils is Key: Lessons from a Family’s Grieving Experience

By |2024-01-18T12:13:41+00:00January 18th, 2024|

In the wake of a family's distressing experience with Wirral Council, the importance of data hygiene in local council operations has come into sharp focus. Richard Sefton-Durrant's story about his late mother, Jane Durrant, underscores the emotional and administrative challenges posed by outdated or inaccurate data handling by councils. Jane Durrant, who passed away at 63 after a battle with bone cancer, continued to receive council tax bills at her previous address, despite having moved into supported living. This situation persisted even after her death, with her family receiving multiple letters and emails regarding her council tax obligations. This not only caused emotional distress to the family but also highlighted significant flaws in the council's data management systems. The issue [...]

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