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4 articles
Sorted, part-sorted and unsorted mail each carry a different postage rate — and a different bill for data, production and lost flexibility. We run the numbers on a 50,000-piece campaign to show where chasing the deepest discount quietly erodes the saving, and set out a volume-based rule for choosing a classification.
Reply-paid envelopes are often added by habit, but every reply device carries a cost that must be recovered through incremental response. This audit framework shows UK marketers how to calculate the break-even lift for Freepost envelopes, QR codes, phone lines and landing pages before committing budget.
Tighter geography can cut waste, but only if it improves incremental response. This framework shows UK marketers how to rank postcode sectors, overlay drive times and local demographics, and judge whether a narrower catchment actually pays.
Door drops are too often dismissed as 'junk mail'. This opinion piece argues that in 2026, as digital targeting becomes harder and less transparent, UK marketers should treat the doormat as a measurable direct-response channel rather than a legacy tactic.