New consumer mailing service aims to help charities boost direct marketing budgets
Howard Lake | 3 November 2006 | News
Data asset management company, The REaD Group has launched itsmypost.com, designed to help charities and businesses cut waste in their direct marketing by allowing consumers to choose which organisations they no longer wish to receive direct mail from.
The REaD Group say that itsmypost.com is designed to enable consumers “to take control of their letterbox and communicate their mailing preferences to brands directly”.
REaD Group pointed out at its launch that, according to the Royal Mail Mailing Report, charities “sent out almost 97 million pieces of direct mail from April to June this year” yet research conducted by YouGov shows that 72% of consumers want between 90% and 50% of their direct mail stopped.
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Itsmypost.com was created to enable individuals to communicate their direct mail preferences to a wide range of organisations without having to contact them one at a time.
Mark Roy, Chief Executive of The REaD Group and founder of itsmypost.com, said: “Charities in particular cannot be seen to be profligate with their donors’ money and itsmypost.com will help them to become more targeted with their direct marketing communications, thus ensuring higher response rates to supporter mailings.
“Itsmypost.com would like to work with the charity sector to ensure that they have the proper ‘do not mail’ processes in place for consumers that have specifically requested not to be mailed, in order to ensure compliance with the legal requirements as set out by the Information Commissioner’s Office.”
The REaD Group also founded the Bereavement Register six years ago which allows charities and other businesses to remove people that have died from their mailing lists, saving money and reducing the risk of brand damage.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.