Philip Winfield, customer acquisition manager at Neopost says: “My challenge is to maximise the return on our marketing investments. Targeting the right prospects is absolutely vital in cutting waste and improving direct mail response rates, so choosing the right data supplier was vital.”
Neopost will receive monthly feeds from Market Location following suppression and scoring. It will also draw on consultancy services to optimise the frequency and targeting of its campaigns, using response analysis to plan next phases of activity. Mailing returns will be captured for validation by the data owner’s call centre.
Winfield adds: “Being able to access such a comprehensive and continually refreshed database will make a huge difference to the return on our marketing investment, combining this unrivalled insight with their analytical skills and expertise makes for a very exciting working relationship. It’s early days, but results are encouraging. We are already seeing higher response rates and Market Location are refining their profiling, so we could see further improvements.”