Neopost ranks prospects in recruitment drive

Mailroon and logistics provider Neopost is driving a targeted customer acquisition programme with a new data universe. Market Location has been appointed to supply business-to-business prospect information to support high volume direct mail, telemarketing and sales activity. It will also profile existing customers to build a prospect ranking.

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.”

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