Whistl is promising reduced data costs and a potential substantial uplift in reach with the official launch of its GDPR-compliant Partially Addressed Mail solution.
Whistl Doordrop Media’s Partially Addressed Mail (PAM) service offers a form of direct mail, but without the use of personal data and associated GDPR issues.
Households are targeted at postcode level using geo-demographics, with generic salutations in the addressee space.
Whistl claimed that PAM campaigns had the benefit of reduced data and postage costs, while offering a “30% greater reach than a traditional fully addressed advertising item”.
Managing director Mark Davies said charity Blind Veterans had conducted a successful donor recruitment campaign using PAM at a lower cost per acquisition than with traditional DM.
“Thanks to JICMail, the audience measurement project for the mail industry developed by Whistl and Royal Mail, we know that PAM stays in the home for seven days, of which 88% are read,” Davies said.
“Combined with traditional door drop or direct mail, PAM can be an effective tool in a fully integrated letterbox-based advertising campaign.”
Davies also gave a keynote speech at Xerox’s Propel 2019 inkjet showcase event held last week, where he spoke about how innovation in print was making the medium relevant to post-digital marketers.