Product category:
Direct Mail Printing and Services
News Release from: dsicmm | Subject: Pricing in proportion survey
Edited by the Printingtalk Editorial
Team on 26 April 2006
Proportional Pricing Will Advance Mail
Targeting
New research from Corporate Mailing Matters reveals that pricing in proportion (PIP) is seen by marketers as encouraging further advances in direct mail targeting.
New research from Corporate Mailing Matters reveals that pricing in proportion (PIP) is seen by marketers as encouraging further advances in direct mail targeting Respondents to the survey, conducted amongst the UK's top 1,000 company marketers, revealed that two thirds of them believe that PIP will encourage more targeted, lower volume direct mail
This article was originally published on Printingtalk on 4 Aug 2005 at 8.00am (UK)
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PIP makes it more expensive to send larger, or non-standard sizes or shapes of direct mail.
Marketers have consequently become more focused on aligning customer value and the real response uplift that more creative mailing packs can generate, according to Corporate Mailing Matters.
Less profitable customers, or those less likely to respond, are being sent lower cost, standard size mail packs, whereas higher value, more responsive customer profiles are being addressed with creative, larger, or strikingly shaped mail packs, added the company.
Yolanda Noble, chief executive of Corporate Mailing Matters, commented: "Customer value management, or CVM, is fast becoming the marketer's favoured acronym with direct marketing techniques required to implement this new philosophy.
As organisations look to identify, understand and grow the profitability or value of each individual customer, our research clearly indicates that marketers are to alter the size and format of direct mail according to customer value over the next two years in reaction to this." She added: "Consequently, PIP may be viewed as a positive influence on the industry, encouraging further advances in direct mail targeting.
This trend has been made possible because printing and mailing technology now allows mail packs to be automatically varied according to the recipient's profile.".
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