Royal Mail are in the Headlines

Royal Mail are in the headlines, we have been shouting, others have been shouting, but beyond all that, we so want Royal Mail to succeed. You see the platform for their success with letters and large letters is so close thanks to DM26.

USO changes are well advanced, a lot of challenges but it’s not all doom and gloom. Far from it, there are plenty of bright points too.

Now let’s close our eyes as a collective and imagine that the USO roll out is country wide and going well. We should for the first time ever, be building up legacy localised delivery data on all Mailmark traffic.

So what you say, that data then starts to form a matrix of the delivery patterns for the entire UK. Forecasting and logistic planning start to improve and here is the key. From white paper to end delivery at household, mail becomes fully tracked and digital. Mailing houses release not just in mailsort order but fall to land order. Campaign management for end clients can be integrated with less chance of massive variance and results tracking uplifted to a much more refined manner. We can map out households and likelihood of parcel purchases / 1st class mail triggering early delivery.

The wealth of data we can take, share and most importantly use is massive and it will generate even bigger opportunities.

Cross campaign can work, imagine being able to send publishing titles along with advertising print to follow up certain ads straight after. Look at how you could use the actual land dates of mail with integrated digital comms. Notwithstanding the potential to use the print collateral in conjunction with online marketing.

Go a step further and imagine we get AM or PM delivery data, now we could add in some time sensitive methodology if we know the profile of the household.

Royal Mail are not the bad guys, the USO changes and the potential that exists could see a massive push back to physical mailers. We are so tired of AI already it would seem, physical is truth and reality. All we have to do is get some engagement with RM to work together, as there is such huge potential for Marketing as a whole.

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