Admailer.ie - How An Post is Turning Neighbours Into Customers
Interview with Amie Peters, Head of Direct Mail at AnPost who kindly provided insight about their direct marketing product - a portal suited to the needs of SMEs.
- What is Admailer.ie?
- Who is the main target of this service?
- Why did An Post decide to establish the Admailer.ie?
Part of our commitment is constantly speaking to businesses owners to find out what challenges they are facing when trying to market their business. One area that came through very strongly was how to use direct mail to generate sales from new customers, when these business owners were the marketing department, had a small marketing budget and very little time. It was a challenge that the An Post team was determined to find a solution for.
By understanding our customers’ needs and their barriers to using direct mail, we developed a no-hassle, easy to use system with a quick delivery time; which means that our customers can get their campaigns out very quickly, even to see sales within a week. Admailer.ie represents an opportunity for An Post to drive new volume sales by making Direct Mail easy and affordable.- This seems to be the perfect approach. And how many people were involved in this project?
- And what was the time span between the project’s inception and completion and what resources were involved?
- What was the greatest surprise in the course of developing this project?
Only when we tested Admailer.ie did we really understand the impact it can have for Irish businesses. The test campaigns surpassed our expectations; one customer, a local gym, achieved a 656% return on investment; another customer, a butcher achieved a 12% response rate. Since we launched Admailer.ie the feedback from customers has been fantastic, they genuinely love the service, they love the price and, more importantly, they’re loving the results.
- Looking back at these 18 months of preparation, what was the biggest challenge?
- And how does An Post plan to promote and generate new customers for Admailer?
This article was originally published in IPC Direct Marketing Flash, issue 3.