PIAA says AusPost tool boosts ROI

Following a meeting between Australia Post and Queensland print and mail industry reps, the Printing Industries Association of Australia is promoting the mail monopoly’s Campaign Targeter tool as a way of generating better ROI.

Printing Industries says that a thriving print and post segment of the market is achievable through partnership with Australia Post and focusing on the right message.

Andrew Macaulay, CEO, Printing Industries says, "We have been encouraging increased communication with Australia Post for a long time now and we are heading in the right direction, albeit with a need to improve further. I urge printers to make use of the tools available and push Australia Post as a partner in mail activity so that we improve the performance of the sector for clients and ourselves.”

The new optimism comes as Australia Post met with key industry representatives in the printing and mail-handling market in Queensland to continue the engagement with industry occurring over the last 12 months.

Building on the information shared in the Australia Post roadshow hosted by Printing Industries in July 2017, Australia Post featured information on their Campaign Targeter tool – a recently-launched tool allowing registered users to plan, promote and execute promotional mail campaigns using demographic, behavioural and psychographic profile matching.

Tom Eckersley, owner, Eckersley Group says, "Campaign Targeter appears to have powerful potential to improve the effectiveness of promotional mail campaigns. There is no 'one size fits all' when it comes to planning a promotional campaign, and this tool will help us target the core audience with greater precision, improving the impact of the activity.

"It is essential that printers, mail houses and their clients focus decision-making on the Return on Investment (ROI) that various marketing channels offer. The outlay may be higher for a printed campaign compared with firing off thousands of emails, but when you start looking at what sales or leads are generated by the activity, the ROI begins to favour print channels, particularly when used as part of an integrated multi-channel campaign.

"Our industry has the ability to be able to demonstrate and sell that.

"The meeting reflects the potential for industry and Australia Post to work more closely together to develop, harness and promote the virtues of the print and post sector, thereby working to grow the market.”

Australia Post also presented structural changes to the handling and pricing of the Print Post mail sector which is used predominantly for the distribution of magazines. New technology being rolled out at Australia Post will increase efficiency and industry need to accommodate changed requirements for how the material is lodged whilst simultaneously absorbing increasing costs.

Eckersley notes, "Industry needs to focus the attention to the ROI that print generates. We shouldn't get distracted talking about a cost per unit, focus on the return per $ spent. When we talk about benefit rather than cost, and we engage with suppliers and partners to challenge how we can improve that return, that's when we have the potential to see growth in the segment.”

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