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Direct Mail, Not Junk Mail

As the economy picks up, Neopost offers businesses advice on how to maximise the effectiveness of direct mail

ROMFORD, UNITED KINGDOM -- (Marketwired) -- 12/13/13 -- Neopost is calling on UK businesses to improve their direct marketing skills in order to take advantage of growing business confidence and clear signs of economic recovery.

In an article published in Business Info magazine, Europe's leading mailing solutions provider highlights the benefits of direct mail, as well as its pitfalls, and explains what businesses can do to maximise the impact of mailings and avoid the stigma of junk mail.

Phil Winfield, Head of Communications, Neopost Limited said: "Direct mail is a highly effective means of generating business. A recent study by the Direct Marketing Association (DMA) found that 79% of consumers act on direct mail immediately and 56% consider printed marketing to be the most trustworthy channel. However, it is also true that if done badly, it can be counter-productive. People welcome offers that are targeted, personalised and relevant, but quickly tire of mailings that have no bearing on their lives."

Neopost's article, Direct mail, not junk mail, offers useful advice on how to enhance direct mail response rates, minimise waste and maximise the return from every pound spent. Top tips include:

--  Target the right person at the right address;
--  Personalise the message;
--  Take account of customers' preferences;
--  Add interest to your mailings; and
--  Make mailings easy to respond to.

Phil added: "There is a whole industry dedicated to direct marketing and a lot of what they do you can do in-house. Something as simple as using address management software to maintain the accuracy of mailing lists or inserting a reply paid envelope with a mailing can make all the difference between a successful direct mail campaign and a wasted opportunity. Investing in modern mailing solutions that enable you to improve the professionalism and effectiveness of your communications need not be expensive and can help generate extra business as the economy grows and purse strings are loosened."

The article, Direct mail, not junk mail, can be downloaded from the Neopost blog at http://www.neopost.co.uk/blog/direct-mail-not-junk-mail.

Neopost has also produced a free guide to direct mail in association with the DMA. A Practical Guide to Creating Effective Direct Mail Campaigns can be downloaded from www.neopost.co.uk/dmaguide.

About Neopost

Neopost is the European leader and number two world-wide supplier of mailing solutions. It has a direct presence in 29 countries, with 5,900 employees and annual sales of EUR1,070 billion in 2012. Its products and services are sold in more than 90 countries, and the Group has become a key player in the markets for mailroom equipment and logistics solutions. Neopost supplies the most technologically advanced solutions for franking, folding and inserting and addressing as well as logistics management and traceability. Neopost also offers a full range of services, including consultancy, maintenance and financing solutions.

Neopost is listed in the A compartment of Euronext Paris and belongs notably to the SBF 120 Index.

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