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Local composition, central printing: a breakthrough in direct mail
We developed a pioneering direct mail solution for Reed, the UK's leading
specialist independent recruitment company.
Previously, Reed consultants at more than 200 branches sent direct mail to
clients and jobseekers independent of central control. After working with the
Central Marketing team to compose documents, they would then print, finish,
enclose and post the direct mail. This often took extensive amounts of their
time and diverted them from their core role of serving candidates and clients.
The total cost of this direct activity across the company was significant.
In addition, mailings were inconsistent in quality and sometimes failed to fit
the Reed brand guidelines and brand values. What's more, management had little
visibility of the mailing activity taking place or how effective it was
proving. The DocManager solution we devised involves local composition of
documents and central printing and despatch.
We built a user-friendly website interface enabling Reed consultants to submit
targeted mailing lists before composing letters and other direct mail using a
range of templates and appropriate inserts. There is an automated process that
alerts designated managers of mailing activity so they can review, authorise,
change or halt production online and in real time.
Every day, we harvest the data submitted by Reed to the web interface, and
produce and distribute that day's mailings. We also make available real-time
management information so Reed can monitor and improve the effectiveness of its
direct mailing activity.
Benefits...
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Significant print and postage cost savings, including reducing the requirement
for pre-pay franking machines in Reed offices
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Staff released from monotonous mailing work to focus on core job role -
productive selling time increased by around 15 per cent
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Mailings more targeted, effective, consistent and successful
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Mailing capacity increased
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Huge reduction in branch stockholding
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Full visibility and control of mailing activity and cost
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