QAS gets the address right the first time, every time!

12/11/2003

Software solutions provider proves its address management capabilities during the busiest time of the year

SINGAPORE, 13 November 2003 -QAS, the world-leading provider of address management solutions has brought a brand new level of mail efficiency to Singapore, especially during the annual year-end holidays and the festive season of Christmas and Lunar New Year. Singapore Post's (SingPost) statistics show the additional surge in mail volume can vary from half a million to almost one million a day during Christmas to the Lunar New Year period to more than three million mail items a day. Out of these, about 15,000 mails are incorrectly addressed. This results in wastage of resources for senders, loss of potential revenue when the recipient does not receive the targeted piece of direct mail, and unnecessary delays for the end consumer.

"Each and everyone of us can envisage the disappointment if we do not receive the expected cards and gifts in the mail, particularly during the festive season," said Glenn Parker. "For businesses, since today's direct mail is often targeted, of higher quality and cost, return to sender mail means loss of revenue, which is as potentially devastating as any personal loss."

"This time of the year can often be a successful time for direct marketing. Traditionally, not only are consumers spending in retail, but companies are also reviewing business processes and systems. Basically, people are out spending money. Most companies increase direct advertising mail sent to offices and homes during this period, seeking to capture the seasonal increase in sales opportunities," he added.

A survey conducted by Direct Mail Information Service reported the overall volume of direct mail has increased by 130 percent in the last 12 years and direct mail expenditure has increased by 155 percent in the same period. Indeed, SingPost saw a double digit growth trend in handling advertising mailers such as catalogues, brochures and marketing flyers from businesses in the recent years.

However, to make a direct mail campaign successful and achieve a quantifiable return on investment, businesses need to ensure that they are targeting the right customers. Increased competition and advertising clutter have driven companies seeking differentiation to increase expenditure on creative design to maximise response rate. At the same time, businesses also need to ensure that these customers do receive mail or parcels, correctly addressed, and at the right time to make the most of the campaign.

Having an efficient address management software that can seamlessly and quickly integrate with an existing CRM infrastructure, and keeping a customer database current and accurate is a challenge for companies seeking to reach out to their customers. Particularly in Singapore, QAS research has found address changes to occur at a rate of 17 percent per annum. New addresses are also being created continuously with the establishment of new housing estates in the suburban areas such as Seng Kang and Punggol.

"The benefits for any customer facing company to implement an address management application are tremendous. On the average, SingPost processes 2.4 million mail items a day. Come this time of the year, the mail system handles more than 3 million items a day. With half a percent mail address errors, this translates to 375,000 return to sender mails every month," said Lynette Koh, Director of Sales and Marketing, SingPost.

"With SingPost's extensive and accurate address database, our collaboration with QAS will go a long way in promoting accurate addressing, encouraging direct mail and improving business cost efficiency," she concluded.