B2B Junk Mailers Threaten to Cripple DM Industry
LONDON, February 4 /PRNewswire/ -- A recent study by myb2bonline.com, the online business-to-business subsidiary of data asset management specialists, The REaD Group plc, has thrown up some shocking results at a time when the Direct Marketing Industry is facing one of its toughest challenges to date.
The study, which analysed the DM activities and attitudes of over 300 small to medium sized companies (SMEs), found that despite the well publicised best practice guidelines set out by the Direct Marketing Association, B2B marketers are not spending money on updating their company data and are opting to flood the market with tonnes of 'junk mail'.
These frightening statistics suggest that best practise sits at the bottom of their list of priorities; a risky and highly irresponsible strategy that could see tough legislation being imposed upon the industry as whole. This is particularly bad news for B2C direct marketers who are working hard to 'up their game' in response to government and consumer pressure.
As consumers we have become highly vocal about direct mail in recent years, particularly when it is poorly targeted and has become 'junk', but UK businesses remain tight lipped on the subject despite receiving approx 1 billion items of direct mail every year, 184 million of which is being sent to companies that have moved or ceased trading. One reason for this is that incoming business mail goes through a more complex mail filtration process, which sees stern receptionists or disillusioned mailroom clerks binning incorrectly directed DM almost as soon as it has come through the door.
Technology is one way to combat the problem and though fewer suppression products exist in the B2B market, the tools are available to assist companies in their bid to save cash and the planet. Marcus Oxlade, Business Development Manager of myb2bonline explains "Using a suppression product like http://www.myb2bonline.com will deliver the same response rate whilst realising a greater return on investment. In addition there would be a drop in the amount of direct mail going to landfill and mailers would comply with best practice guidelines. B2B is a potentially lucrative market for those brave enough to make simple cost effective changes that could make all the difference to the success of a campaign."
As well as cleaning their data, SMEs need to execute more dynamic DM campaigns that adopt a multi channel approach consisting of mail and email in a bid to eliminate waste and increase profits. "Single channel 'economy of scale' direct marketing campaigns are no longer sustainable" says Iain Lovett of Blue Sheep, a leading provider of marketing services including business data and market analysis "clients of ours who have invested in the data to undertake a true integrated approach of email, mail and telephone have experienced performance uplifts as high as 300% and an overall cost reduction of 30%. The facts speak for themselves that this is the future of direct marketing."
Without naming names most people in the workforce today know the worst offenders but there are those who are blazing a trail and setting standards of excellence in B2B Direct Marketing and cowboys and small fries should take note. Andy Bridges, Data Quality and Supplier Manager at Groupe Aeroplan, owner of Nectar and the global leader in loyalty management, says: "Data accuracy is fundamental to everything we do at Groupe Aeroplan. I believe B2B best practice should stem from the learning experiences of the B2C data market as they self regulate.
It is essential for both B2B brands and the B2B market place to try and follow best practice. Groupe Aeroplan sends a number of highly targeted communications to customers and we find it difficult to imagine trying to manage a nationwide loyalty scheme without accurate data and effective suppression management.
We regularly use commercially available suppression files and best practice to ensure the Nectar Business cardholder experience is as seamless as possible. I would hope that the small to medium businesses would prioritize their DM strategy as 'high priority', to help regulate this market place and help eliminate the term 'junk mail'"
For a free data health check visit http://www.myb2bonline.com.
For media enquiries contact:
Elise Rappoport
PR Manager
The REaD Group plc
T +44(0)1732-467-955
E [email protected]
SOURCE The REaD Group plc
Share this article