Companies in Gwent can increase the success of their businesses by improving direct marketing techniques and by paying more attention to the delivery of goods to online shoppers.

According to an in-depth study of more than 600 mail campaigns, focusing on direct marketing activity, such as data and creativity, can help improve sales and success by at least 50 per cent.

The research, carried out by Quadrangle on behalf of Royal Mail, reveals that around 30 per cent of business to consumer (B2C) and business to business (B2B) campaigns pull in response rates of between one and five per cent and a further 30 per cent between five and 20 per cent. The top performing campaigns - 14 per cent for B2C and 15 per cent for B2B - achieved responses of between 20 and 75 per cent.

The research advocates following a five-point plan, which includes: Quality data: Campaigns centred round quality data achieve response rates that are 50 per cent higher than average. Successful B2C mailings are particularly likely to have utilised a customer database while bought in lists are more effective for B2B campaigns.

Integration: Campaigns that have a strong integration with other brand activity deliver response rates of 60 per cent plus above the norm. This reinforces Royal Mail's recent research that revealed integrating direct mail with digital activity can increase consumer spend by 25 per cent.

Creativity: Campaigns with a strong creative angle generate over twice the average level of response. Less creative mailings underperform by a third.

Cutting costs cuts response: Direct mail campaigns with an investment of less than 60p per item are the worst performing.

Logistics make a difference: Campaigns sent via Royal Mail's Mailsort 1 - a next day delivery service - consistently achieve a 70 per cent uplift.

Mike West, Media Proposition Manager at Royal Mail, said: "By focusing attention on key elements, such as placing more emphasis on data and creativity, marketers can significantly raise response rates, boosting return on investment and hence the bottom line, potentially by thousands of pounds."

The full research is available at www.royalmail.com/campaigneffectiveness More Royal Mail research into people's shopping habits online has also revealed that clear information on delivery charges and the ability to track the progress of items ordered are important factors for a good online shopping experience.

Eight out of 10 (84 per cent) of online shoppers expect clear delivery information before they place their order, while 81 per cent want the option to specify a delivery address for their goods and 77 per cent like to be kept updated on the progress of their order.

The study revealed that 19 in 20 online shoppers have abandoned a shopping basket with 37 per cent doing so regularly. More than four in 10 people (42 per cent) ended their transaction before check-out because of the delivery charge.

A good delivery experience comes only second to price in the overall shopping adventure and is considered more important than shopping from established websites, well-known brands, or having a large range of goods. Ninety-four per cent of people are likely to shop again from an online retailer if they are happy with the delivery of their goods.

Val Walker, Head of Multi-Channel Retail at Royal Mail, said: "With 39 per cent of people now shopping online, and becoming increasingly comfortable with the process, delivery details and options are a primary influence on consumers' choice of online retailer.

"Royal Mail is constantly striving to develop new services to meet the needs of both online retailers and their shoppers."

Royal Mail recently launched two new services to improve the delivery experience for shoppers. Royal Mail Tracked enables retailers to provide their customers with a tracking number when the goods ordered are dispatched, so that the shopper can track the progress of the delivery themselves.

Safeplace service also gives shoppers the opportunity to specify a safe, alternative delivery point, such as a shed, porch or neighbour, should they not be at home to receive the item.

11:08am Tuesday 3rd June 2008

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