Post continued to support direct marketing through industry sponsorship and affiliations. Post also promotes the value and effectiveness of the direct mail medium and provides resources such as research, educational programs and data services.
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Post Direct |
Post Direct offers a range of products and services to help businesses make the most of their direct mail. Education programs included Post's Customer Marketing Program which has reached 1800 SMEs. One highlight was independent research by the ResponseAbility group, Marketing Media in Australia, which found direct mail to be a highly effective medium (see graph below).
In December 2001, Post received Australian Competition & Consumer Commission approval to withdraw the AdPost service. It will be progressively withdrawn from July 2002 to January 2003, its customers migrating to the PreSort service.
As Post prepared to change access to bulk mail postage rates from 1 July 2002, it recognised the importance of direct mail to the fundraising industry by introducing Charity Mail. By registering for Charity Mail with Post from April 2002, eligible charities retain the discounted rate under the barcoded PreSort service for small letters.
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Geospend |
Geospend, Post's direct marketing consumer database and addressing division, completed its restructure and now manages Geospend Direct and Addressing Services (MovePost).
Geospend Direct sold its geo-demographic profiling services (Prospecta, Predicta and Retaila) to focus on its consumer list rental, data and analysis services for direct marketers, sold under the brands Selecta and SelectaMAX. The ongoing business lifted revenue by 30 per cent, driven by its Selecta business which draws on a database of more than 1.5 million individuals collected from voluntary responses to Post's Australian Lifestyle Survey. SelectaMAX, an advanced modelling tool which defines characteristics of a business's existing customers and identifies similar prospects, was launched in July 2001.
MovePost increased revenue by 22 per cent,and serviced the needs of more than 1.5 million Australian households who changed address during the year, as well as businesses affected by customer moves. The service provided Mail Redirection, Mail Holding, Priority Address Notification, National Change of Address, Movers Kits and related services through its website, offering tips and tools for movers, on-line access to mail redirection forms, and move-related business contacts.
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pureprofile |
In December, Post entered the on-line, opt-in direct marketing business with the trial of the pureprofile service in alliance with Pureprofile Pty Ltd. The service, enabling businesses to send e-mail or SMS messages to targeted, interested potential customers (who remain anonymous to the businesses), achieved high response rates.
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