Bakergoodchild introduces partially addressed mail

Rhys Handley
Tuesday, August 13, 2019

Bakergoodchild is now offering partially addressed mail to clients intended to fill the gap between targeted direct mail and cheaper door-drop campaigns.

Stafford: "We have a wish list of things we would like to add or update that exceeds our budget"
Stafford: "We have a wish list of things we would like to add or update that exceeds our budget"

After a short trial with a selection of key clients, the Birmingham-based mailing operation is now offering the Royal Mail-devised service commercially.

Using a combination of the Royal Mail-validated PAF address database and intelligent demographic software, the service allows for mail campaigns to be targeted at areas where they are statistically likely to be most effective. The service is available in all available formats from Bakergoodchild in both litho and digital print.

Sales director Adam Stafford said: “Partially addressed mail is a way of combatting GDPR, which not only allows for cheaper postage costs but also utilises data and intelligence to gain a real understanding of customers. It allows you to model against demographic data to improve penetration into the correct areas.

“It fills a gap between high-quality direct mail, which can be expensive, and something like door-to-door, which is very cheap. Return on investment can be up to 90% of a direct mail campaign at a lower cost as you are not buying any personal data. It is entirely new to us and is already seeing decent uptake with hopes for significant volumes in the next quarter.”

Partially addressed mail is a GDPR-compliant, standard address advertising mail product that allows for new targeting options. It was developed by Royal Mail in collaboration with a number of partners last summer and sees mail addressed to an ‘occupier’ or similar substitute rather than an individual’s name.

Bakergoodchild will also increase the efficiency of the service by removing any existing customer addresses from their clients’ campaigns, as well as postcodes that do not fit the demographic criteria, in order to only target business that has yet to be acquired.

Stafford said that the £9m-turnover firm is currently in the midst of preparing its long-term business plan for the next few years. Employing 61 members of staff, Bakergoodchild is on track to reach £10m sales by the end of the year.

The company runs a variety of print production and mailing equipment, including the UK’s first Eagle 30 inkjet addressing system from US manufacturer MCS, as well as a Xerox Iridesse and three high-speed mail insertion systems from Kern.

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