INTRODUCING PARTIALLY ADDRESSED MAIL

Highly Targeted Marketing Service To Reach Potential Customers

Since the introduction of the GDPR, there has been increased uncertainty around the use of third-party data. Hitting customer acquisition targets has become more of a challenge. But Partially Addressed Mail can offer the smart solution.

What is it?

Partially Addressed Mail is a highly targeted and responsible way to reach potential customers, without requiring their personal data. Instead, it uses data sources like geo-demographics to identify postcodes and households with potential prospects.

It works by sending mailings to groups of relevant households instead of individual prospects. You can top up postcodes in areas where you already have existing customers, or find postcodes with similar potential customers.

An engaging solution

Relevant titles like ‘Pizza Lover’, ‘Remote Controller’ or ‘Party Animal’ can be displayed along with the recipient's address, helping Partially Addressed Mail to stand out and drive engagement.

HOW THE TARGETING WORKS

Partially Addressed Mail allows you to target small groups of around 15 households at full postcode level, by matching your existing customer data against the PAF – Postcode Address File. Existing customers are removed, so you’re not wasting any budget sending them acquisition communications.

There are two methods of targeting – ‘topping up’ and ‘lookalikes’. Ideally, you’ll use both. You can ‘top up’ postcodes that are already rich in existing customers, by targeting new potential customers in the same postcode area.

You can find ‘lookalike’ postcodes by using geo-demographic targeting software to find new postcodes that are similar to the ones you already have. Combining both methods will give you great coverage of potential customers, helping to make your campaign successful.

What is the PAF?

PAF – the Postcode Address File – gives you access to 1.8 million UK postcodes and over 30 million residential and business addresses. These are constantly updated and verified by ninety thousand postmen and women, making updates to 3,500 records each day.

Partially Addressed Mail and Data Protection

As with all marketing, you are responsible for complying with the latest data protection legislation. So you need to determine whether or not the individuals you’re targeting can be identified from the addresses being targeted.

KEY FACTS AND FIGURES

Partially Addressed Mail is an effective addition to the mix to help hit your acquisition targets – especially in a GDPR world – and the numbers back this up.

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CASE STUDY 1

REACHING LOOKALIKE CUSTOMERS FOR MCCARTHY & STONE

Background

McCarthy & Stone – the UK’s largest retirement home builder – set out to explore whether Partially Addressed Mail was a viable, complimentary mailing product to drive footfall into open days.

Solution

McCarthy & Stone created a lookalike model from customer data which was profiled against a suite of geo-demographic segmentations from Royal Mail. Over-indexed categories were used to build the postcode model. High propensity postcodes were matched against the Postal Address File to create a property level mailing file. Warm customers were excluded from the mailing.

The campaign supported a nationwide ‘Open Day’ initiative to drive visitors to 67 developments across the UK. The data was geographically matched to each development.

Results

5% Higher response rate using Partially Addressed, for McCarthy & Stone, versus cold mail.

38% Lower Cost Per Acquisition (CPA) for McCarthy & Stone than the CPA of cold mail.

"Partially Addressed Mail has exceeded our expectations. We now have a powerful new marketing tool and channel for customer acquisition."

Gary Howard,
Chief Digital Officer, Precision Marketing Group,
Working for McCarthy & Stone.

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CASE STUDY 2

OPENING UP A NEW CHANNEL FOR A HEALTHCARE ORGANISATION

Background

In 2018 a healthcare organisation tested Partially Addressed Mail as a new route to cold acquisition for their Health Screening Product.

Solution

Royal Mail used the healthcare organisation’s customer data to create a lookalike model which was profiled against geo-demographic segmentations. Over-indexed categories were then used to build a postcode targeting model. Postcodes with a high propensity to contain customers were matched to the Postal Address File to create a property level mailing file. Existing customers were then excluded from the mailing.

Results

Royal Mail and the healthcare organisation analysed how Partially Addressed Mail performed, benchmarking the results against the standard cold mailing.

83% Higher ROI Rate than cold mail.

22% Lower Cost above cold mail.

"Partially Addressed Mail has exceeded our expectations. We now have a powerful new marketing tool and channel for customer acquisition."

Gary Howard,
Chief Digital Officer, Precision Marketing Group,
Working for McCarthy & Stone.

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Latest figures show “Prompt Commercial Action” at 28% as a result of receiving partially addressed mail, against Direct Mail at 31% and Door Drop at 10%.

When used in conjunction with digital marketing, 14% of recipients are then also visiting the website.

Call us now on 0131 440 3525 or email info@pmsol.co.uk to ask a member of our team how we can help enhance your next direct mailing campaign.