It’s easy to knock the Royal Mail, as we often do on this site, but when they do deliver, we must give them the credit they are due. In the same week we see the Royal Mail IPO, we have more announcements about their latest innovation – Mailmark™, which is destined to deliver much needed innovation in a stale marketplace.
Someone within the Royal Mail hierarchy has taken the brave step of approving the investment of circa £70m in the Mailmark™ product. Why? because, the Mail media is losing ground with today’s online technologies.
Direct Mail needs to not only be accountable, but also transparent when it comes to performance and service delivery. The Mail channel, also needs to add value to customer communications… The challenge is how do we sex-up, what is a fairly bland process?
Give Royal Mail their dues, they seem to have tapped into the limited rich seams of data wealth available with the Mailmark™ proposition and all this from a simple barcode…
Mailmark™ combines a new barcode with innovative optical technology and digital performance reporting. Mailmark™, will potentially allow you to know where your mail consignment is in the RM network, when it’s scheduled to arrive and how well it performs – all from the DM’s version of Google Analytics (well almost)…
Launching in summer 2014, Mailmark™ offers:
- Transparency – know where your mail is
- Timing – know when your mail arrives for better planning
- Reporting – know how to maximise performance at every step
Some may see this as Royal Mail’s last chance saloon deal when it comes to keeping the Mail channel alive. And to give the management of Royal Mail credit, it’s not a bad effort. In fact, it’s pretty much everything the industry can offer at this point in time, short of tracking to the door mat.
If you are a bulk mailer in the UK, then this has to be on your radar – check it out or give us a shout and we’ll guide you through the detail –> http://www.royalmail.com/mailmark