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Key findings from a new report on international mail
suggest that the international postal customer is becoming increasingly
sophisticated and demanding. The national postal operators in liberalized
markets can no longer expect mailers to “mail the flag”. They will use
consolidators and forwarders, foreign posts and private express companies,
seeking any advantage they can.
In an innovative cooperation between the Direct Marketing Association (US)
and Triangle, a new report, International Mail Survey - Trends &
Prospects, based on a survey of international mailers, gives a
comprehensive analysis on the future trends and prospects for
international mail.
“It seems that, despite the continuing growth of e-mail as a promotional
tool, smaller companies remain devoted to mail and a postal operator that
seeks out and serves small to medium-sized companies will find loyal and
committed customers who in the mass will generate impressive volumes and
revenues,” commented Charles Prescott, Vice President of International
Business Development and Government Affairs at the DMA (US). Although
postal operators need to be aware of the threat from international e-mail,
results from this survey suggest that, as a promotional device, it cannot
match the mail. However, substitution has occurred across the key business
areas of promotions, renewal and customer service and the key reason for
not using a national postal operator is cost.
“Mail is, and will continue to be, a vital and effective promotional tool
in international marketing but global competition has weakened the
position of national postal operators and focused attention on price and
quality,” concluded David Robottom, Associate Director at Triangle and
author of the report. With mailing rates forming such a large proportion
of business costs, there is still a threat of extensive media substitution
if international postal rates rise.
Notes to Editors:
Available now, International Mail Survey - Trends & Prospects is the
product of an innovative cooperation between the Direct Marketing
Association (US) and Triangle. It provides analysis of the international
mail survey carried out by the DMA (US) in late 2002 combined with
research and intellectual content from Triangle’s specialist mail
consultants. This report gives a comprehensive analysis on the future
trends and prospects for international mail. The report is available for
purchase at a cost of US$ 975 + VAT through Triangle’s website:
http://www.triangle.eu.com/dma
Triangle Management Services Ltd, founded in 1984, is the pre-eminent
independent specialist management services company within the global mail,
express and logistics sectors. As well as market research surveys,
Triangle also offers the following services to clients: Consultancy,
Recruitment, Mergers & Acquisitions and Conferences.
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