The latest campaign by the Royal Mail to encourage companies to do more direct marketing comes in the form of a beautifully crafted mailing with extremely high production values.

The quality of the information is good and it's well thought out. It looks good too, although I'm not convinced by the use of a ringbinder - they're fine if this is the start of a series of 'must keep' communications, but there is no indication that that's the case.

Unfortunately though, good looking does not equate to a good mailing in this case. It may be extolling the virtues of DM in theory, but quite obviously the Royal Mail does not have a clue about putting DM into practice.

We received ten copies - eight of which were sent to people who have not worked here for some time.

Given the high quality of the pack, and the fact that each one was sent by special delivery to arrive by noon, I estimate that that equals a wasted £400 just to our address.

Perhaps its marketing department should read the mailing to find out what they should be doing.


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