These include 2 new Sitma 1050’s with paperwrapping ability and a Böwe Systec Fusion inserting machine. Our advancements in data solutions will help drive this change.”Ĭontinuing along the lines of investment, MetroMail have a number of new machines due to arrive in 2019, all of which are part of Chris Pygall’s strategy for change. The ways in which we can specifically target individual customers is something that businesses haven’t properly grasped we aim to change that.

“We are continually updating our equipment so that we can offer a world class service across numerous channels. “We need to move with the times and move into new markets,” said Chris Pygall. One-piece mailers can be very tactile and aesthetic they can be laminated for a different effect, die cut into different shapes or even scented so that they smell a certain way when they land on your doormat. This can have a much stronger impact than email, ‘51% of people delete email within two seconds and only 27% of consumers spend time reading them’ (Royal Mail 2014: 13). For example, if a customer goes on to your website and places some items in their basket, but decides not to buy them, you can send them a one-piece mailer containing discounts and incentives for those products, and this can land on their doormat 24-48 hours after they have visited your website. In addition, one-piece mailers can be used for reactive marketing. However, the power of personalisation still isn’t something that is utilised by everyone, only ‘9% personalise based on more sophisticated insights such as attitudinal data’ (Saville 2016:05). This, therefore, drastically increases their return on investment. MetroMail have found that this has allowed some customers to convert from costly brochures to small, one-piece mailers which are targeted to an individual. By using information captured in clients’ databases, MetroMail can create truly dynamic, highly personalised mailers which are targeted to an individual’s interests. One-piece mailers are a great example of a cost effective, punchy mail piece that is more environmentally friendly than traditional mailers such as polywrapped brochures. In fact, Royal Mail have found that, ‘as a result of receiving direct mail 92% of people were driven to online activity 87% were influenced to make online purchases’ (Royal Mail 2014: 29). In general, direct mail can generate a great return on investment when done correctly. Why should businesses add one-piece mailers to their marketing mix? In addition, it glues all sides of the document, making it eligible for a Mailmark® barcode and, therefore, a discounted postal rate. This machine creates a number of formats and folds to suit clients’ needs. One of their latest investments is their Moll one-piece mailer machine. Part of the Saga Group of companies the mailing experts specialise both in direct mail and transactional mail, offering all data, print and fulfilment services under one roof. Seaham-based mailing house, MetroMail, understand this and after a challenging year which saw a number of their competitors fall into administration, MetroMail are stronger than ever.

Innovative direct mail