The seminar will be chaired by Joanna Reynolds, formerly of Which? and Readers Digest and now Managing Director of ReynoldsBusbyLee. The programme will feature presentations on: economic value of international mail services; IMDAS from a client perspective, consolidator’s perspective; an update of the scheme; overview of international markets; and quality of service. This seminar is part of MCA’s continued programme to engage with clients and key stakeholders on key industry initiatives. Nick Street, Chairman of the MCA stated “this seminar is timely focusing on key industry developments within the international mailing landscape, such as IMDAS, which MCA actively participated in its development. We are delighted to work in association with the PPA on such an important and relevant seminar”.
D&S Consultants Ltd
Registered Office:
7, Braybrooke Close,
Enstone,
Oxon; OX7 4NT
Contact: David Robottom
Mobile: 07768 511108
E-mail:
At the end of 2008, IMDAS concluded its first customer satisfaction survey, the results of were sent to accredited companies, this month (January 2009). The industry results which will be presented at the forthcoming PPA seminar, supported by the MCA, set a benchmark for future surveys and are a key tool for mapping out developments and improvements for accredited companies.
D&S Consultants, IMDAS Scheme Manager presented at the recent PPA Magazine Production Conference in London, in November, last year. The presentation “Trust and Confidence in International Mail Distribution” set the scene on the current international marketplace and then took delegates through the development of IMDAS, its rationale and the current position of the scheme. They received excellent feedback from delegates both before and after the presentation.
They also presented at the World Postal Forum at Post Expo 2008 in London, in October. The presentation “New Markets, New Opportunities, New Rules”, part of the section on international mail development, focused on innovation and developments within the international mail arena and identified accreditation as a key development for clients. This presentation was very well received and led the chairman of the UPU Consultative Committee, Charles Prescott to remark that “IMDAS was an excellent development and a potential model for international mail accreditation”.
D&S Consultants Ltd
Registered Office:
7, Braybrooke Close,
Enstone,
Oxon; OX7 4NT
Contact: David Robottom
Mobile 07768 511108
E-mail davidrobottom@aol.com
davidrobottom@googlemail.com
Economic engine
International mail from UK is probably worth £1 billion in postage costs alone. This mailing activity stimulates a variety of commercial activity from selling and exporting products and services to financial transactions. At the centre of this activity are international mail consolidators, working with brands, clients and postal operators to deliver efficient and effective international mailing activity. This activity is a direct contributor to the UK economy, contributing to economic growth through the generation of exports. They are in essence oiling the wheels of the export machine. This international activity could be generating in excess of £4 billion in export sales.
What is a mail consolidator?
A mail consolidator produces mail for clients following the regulations of the destination countries including the appropriate postal indicia and address formatting (or receives mail from clients produced correctly) mixes and sorts it according to the requirements of the receiving postal authority overseas. The mail is then bagged and labelled appropriately to meet the requirements of the destination country or region.
By presenting the mail in a “sorted” condition to the postal operators the consolidator effectively handles some of the initial work for the postal operator, leaving the postal operator with less processing to undertake and fewer resources to employ. In turn they offer a trade rate to consolidators which reflect this, and this is much cheaper than the general tariff.
Also mail consolidators leverage the collective might of all their clients to negotiate with postal operators. Postal operators are only really interested in handling very large volumes of mail so clients alone can not usually access these services.
Best practice & Experience
As competition begins to establish itself in the UK postal market, there is a feast of knowledge, clients, mailing houses and operators can access from international mail consolidators. For many decades, MCA members have taken clients’ mail, sorted and presented it, ensuring it meets regulatory constraints of the destination countries. It hands over to the national operator/ carrier to perform the final delivery. Many of the traditional sortation processes have been carried out by the consolidator, so saving the operator, time and cost. In many aspects, this mirrors what is happening in the UK market, now, particularly with downstream access. MCA members have invaluable experience and best practice to pass on to the UK market.
Innovation
In order to succeed and prosper international mail consolidators have constantly innovated, bringing leading edge solutions to the international mail arena. This innovation takes many forms, fundamentally driven, to offer clients a better service and the most cost-efficient route. Some of the more recent examples are:
• Creation of a subsidirial network in destination countries
• Creation of intelligent routing systems, such as IRIS from Mail Handling International. Ensuring the most cost-effective route for clients
• Creation of extra-territorial Office of Exchange (ETOE) for national operators within consolidators international sorting centres. Operating under licence, so generating faster delivery times and exerting greater control over the transport/logistics process. For example IMX’s recent agreement with Belgian Post International, creating an ETOE in Italy within IMX international sort centres.
• Solutions to take clients unsorted, mixed mail, taking onboard all sortation and routing processes. Such as Post Express from Mail International. Allowing clients to make real savings in their international mail
Quality Commitment
The postage element of an international mailing campaign is the single largest cost likely to be incurred. Coupled with the variability in supplier costs, it is vital clients can choose suppliers who are committed to quality, an effective code of practice , exhorting best practice and mail integrity, at all times.
Such suppliers are MCA members who sign up to the MCA quality commitment and sign up to the MCA code of practice. A code designed to protect the clients’ mail integrity, offer transparency, auditable processes and accurate, effective service and routing diagnostics.
This gives the client trust and confidence in the handling and processing of their international mail campaigns.
The mail consolidator
Mail consolidators often have sophisticated data processing, mail fulfilment and sorting capabilities which clients, and their printers, simply do not have. Mail consolidators also have many years experience and established supplier relationships, often with many agents across the world.
Most mail consolidators will offer a range of delivery options and prices, and they can offer a mixture of services for delivering direct mail, transactional mail, customer correspondence, catalogues, magazines, journals, packets and parcels etc.
The major benefits of working with a mail consolidator are:
• Cheaper prices
• More choice of delivery options
• Experience and expertise
• Value added services
Why choose a member of the Mail Consolidators Association (MCA)?
The postage element for an international mail campaign is the single largest cost that you are likely to incur (compared to the design, print and fulfilment elements). It is also the one element where suppliers’ costs can vary massively. So it is extremely important that you choose an established international mail consolidator that provides a high quality service and value for money.
All members of the Mail Consolidators Association provide a comprehensive range of international mailing services. They broker postage between a number of postal operators, they are not tied into using one postal provider and unlike some mailing houses marketing themselves as international mail service providers they do not outsource mail consolidation, and they provide these services in-house.
Also unlike some mail consolidators all MCA members are independent mail consolidators, they are not owned by a postal operator. They therefore provide independent and unbiased advice and do not push clients towards their owned postal routes. They aim to work together in the MCA to use their collective power to negotiate with all reputable postal operators for the benefit of their clients.
MCA modus operandi
The MCA is a membership organisation, and it acts as a forum for approved independent mail consolidators to share information, develop joint initiatives, and promote best practice, to the mutual benefit of members and their custom
Members of the MCA adhere to the following Code of Conduct, to:
• Ensure the integrity of the customers mail at all times.
• Maintain Client confidentiality.
• Operate robust auditable processing systems.
• Provide accurate service and routing information.
• Provide accurate information on service delivery aims and prices.
The aims and objectives for which the MCA is established are as follows, to:
• Promote best practice by, and maintain high standards of, its members
• Develop the industry for the benefit of its members and their customers
• Promote equality in the industry between private and public postal & parcel suppliers
• Inform and educate the market of the benefits of consolidated distribution services
• Protect, promote and further the interests of its members
As you can see from the MCA’s aims and objectives and Membership Code of Conduct, MCA members are committed to providing a high quality service, they are actively involved in promoting best practice within the industry and their decision to join the MCA illustrates how seriously they take these issues.
Value Added Services
As well as mail consolidation many MCA Members also provide a full range of value added services including; data processing, polywrapping, envelope enclosing, laser printing, personalisation and response fulfilment services.
With their experience ranging from two, to over twenty years, MCA members can also offer advice to help you find the best mix of services to effectively and efficiently distribute your mail across the world.
The MCA web site can be found at http://www.themca.org.uk
]]>This briefing paper this is the second in a series of white papers that have been produced as part of an overall awareness and profile campaign to key stakeholders. The objective of which is to communicate the importance and value the mail consolidators bring to UK business and the UK economy and in so doing raise the profile and awareness of the Mail Consolidators Association and its members.
The Environmental Paradox
It seems in only a few short years, we have moved from environment as a niche, green “wellies” issue to the fundamental issue facing society, today. It seems only a few years ago, where if you were involved in the environment, you were looking for Greenpeace approval or reaction, and times really are a changing.
It is also the biggest challenge facing UK business. To an extent accelerated by the growing corporate social responsibility (CSR), as corporate and SMEs get closer to the society they serve and interact with. In essence we almost have a shared responsibility between consumers and business. Probably the key difference, now, compared to a few years ago, is its longevity and it impacts every strata of UK society.
The Agenda
In essence the environmental agenda could be précis:
• Serious with all elements of society needing to contribute to reducing waste
• Now economically, important with economic value following Professor Stern’s report
• Creates need for the UK direct marketing industry to meet the challenge by proactive activity
• Driven by consumers not government
• Raising serious issues/ challenges for postal operators
• Bringing a media focus on direct mail and international/ cross border direct mail
Client Dilemma
For many international mailers there are many challenges as environmental services and recycling issues top the Direct Marketing industry agenda. The majority of corporates now have a corporate social responsibility policy in place, which is a manifestation on how the corporate plays their part both externally and internally in meeting and countering the impact they make on the environment and the local area/community. Increasingly the corporate needs an environmental proactive policy, which is sustainable, minimises waste and maximises minimal resources. These policies cover areas such as paper (recycled/ sustainable), low energy production, data hygiene, recycle guide for consumers. Companies are looking, to reduce their carbon footprint and to take steps to minimise their impact on the environment. But it’s not that simple and easy. There has to be a pragmatic approach. Many of these features could initially add to costs and cause confusion within companies. Therefore it has to be an approach which reduces environmental impact and does not pay lip service (such a lip service approach could prove to be a PR nightmare and potentially wreak substantial damage to companies which they may not recover from. At the same time, it has to be within the commercial parameters the company operates within. Such an approach is scaleable and can give long term environmental benefits. Also where possible, the company should look for commercial advantage with its customers and consumers. This is advantage that benefits the customer and consumer.
The Easy Targets
Postal operators, face similar challenges. They will need an environmental policy which meets their needs and their clients. Given the huge labour and production required, the whole area of carbon offset management must be addressed. Also given their size and pre-eminence as media owners/drivers, they must contribute and participate in industry agendas and activity to develop standards and meet industry targets.
They are in many aspects between the devil and the deep blue sea. By virtue of their size they are an easy target, their logistics infrastructure alone, is seen as carbon guzzling (planes, trains and large trucks). But this lofty position also allows them to take the lead and in essence showing the way, demonstrating it can be managed, to the environment’s benefit.
Unique position
The MCA members are in a unique position to help both clients and working with postal operators to meet the environmental challenge. The MCA mail consolidator can work closely with clients to ensure:
• Their international DM packs meet environmental standards and use low wastage production with sustainable paper fibres
• Data, mailing files have been cleaned to reduce wastage through undeliverable mail
• Provide advice on carbon offset and carbon neutral campaigns
Due to their close working with postal operators, MCA mail consolidators are probably in the best position to work with postal operators in ensuring they develop environmental policies and activities. These policies need to meet industry, client and consolidators requirements ensuring the environmental agenda is an enabler rather than a barrier.
Environmental Conduits
MCA mail consolidators have faced many challenges over many decades. Their adaptability and need to operate multi function operational interfaces, places them in a powerful position to help international, cross border and domestic mail meet the challenge and potential threat of the environmental agenda. They are in essence the environmental conduits who can help client and operators to meet the environmental challenge and realise the opportunity it presents.
For further information on the Mail Consolidators Association (MCA) go to http://www.themca.org.uk
]]>This third paper considers the role of standards with the ongoing development of the digital revolution. It raises standards as the most effective route to ensuring you have generic and compliant approach to consumers’ preferences
This is at the heart of the dilemma of an industry seeking to expand and at the same time open & service new communication channels. This has taken an even greater import and timeliness with the ever growing environmental agenda.
The paper discusses the new PAS initiative from the DMA, the role of ISO standards, pushing for wide scale adoption of ISO14001. It closes by examining the International Mail Distribution Accreditation Scheme which has been developed by publishers through the PPA, working closely with the MCA. It is a quality standard, specifically developed to test the procedures and processes of international mail consolidators. At its core is the fundamental objective to generate trust and confidence in international mail consolidation.
The paper concludes that standards such as IMDAS do have an economic value and make a contribution to the economy, particularly from an export perspective.
Ian Kavanagh, Chairman of the MCA “likes the paper and believes it is a key element of the demonstration of the economic value of MCA members activity and the benefits that brings”
The MCA awareness and profile programme is developed by D&S Consultants.
For further information:
Contacts: David Robottom, D&S Consultants
(m) 07768 511108
(e) davidrobottom@aol.com
For further information on the Mail Consolidators Association (MCA) go to http://www.themca.org.uk
]]>In many respects we should not be surprised by such a development, it reflects our changing industry and marketplace. The marketplace is now a myriad of different relationships and combinations with a greater but more complex range of services. There are some certain industry facts: we have a range of operators but fewer consolidators. Any developments must meet and anticipate the needs of industry and in particular clients, the mailers.
The move to broaden the membership to make it more reflective of industry has benefits for MCA and operators.
The broadening allows MCA to become larger and more effective, utilising resources to meet MCA’s remit and objectives. Such a broadening of the church, by definition, initially will raise the profile of the industry and MCA. Due to the nature of this expansion, this increase in awareness and profile will probably be far easier to maintain. The combination of consolidator and operator resources will facilitate greater focus on issues and activity. In essence there is a greater opportunity to mobilise resources ensuring, activity can be effective and issues can be given true focus. It is perhaps this last point which fascinates many industry observers and commentators, can the broad church deliver and effective and workable position on key industry issues.
For operators the benefits are slightly different, although in some cases they do overlap. From a commercial perspective participation in the MCA, will deliver opportunities for operators to get closer to their clients and customers and allow the ability for operators to present and tailor services to MCA members. Although participation in a broader church is welcome, operators will be able to construct their own forum within the auspices of the MCA, allowing them to present and engage with consolidators on key industry and operator issues. Perhaps one of the most effective benefits for operators is the feeling and realisation that they are part of a larger industry and a key influence and participant, going forward.
We are moving in fascinating times with a communications market, which is often changing and redefining itself. It’s rewarding to see MCA at the heart of such changes, ensuring they can evolve and reflect the needs and challenges of the international communications industry.
David Robottom D&S Consultants Ltd 13th June 2007
]]>The implications for the direct marketing industry and the wider communications industry are not good. In essence, the much heralded self-regulated industry has thrown and discarded one of its well established independent industry standards. What do you think; David Milliband’s reaction is going to be? It sends all the wrong messages to government, consumers, clients and all key stakeholders. There are rumours that DMA has something in the offing but the announcement is not forthcoming, nor the engagement with key stakeholders.
There is some light in this desperate situation. MCA members established over many years an effective code of practice, which they apply to their business and dealings with clients, operators and suppliers alike. This code operates effectively and gives key stakeholders confidence in the mail consolidation process. In addition MCA members worked very closely with the PPA on the International Mail Consolidators: Best Practice Guide for Magazine Publishers. This best practice guide adds to the efficacy of the operations, giving users real trust and confidence.
MCA members can take up this void in standards created by the demise of QMP, to really reinforce the power, strength and industry role performed by the MCA code and the PPA Best Practice Guide.
It demonstrates in one important part of the communications process, industry standards have not been forgotten.
In the near future there will be undoubted hand wringing and blaming of the demise of an industry standard. There is solace in that the MCA code can sit well as an established working industry code, which is not about to be discarded and can be used as a future framework in collaboration with the PPA Best Practice Guide.
David Robottom D&S Consultants Ltd 18th April 2007
]]>By David Robottom, Director of D&S Consultants Ltd
For the purposes of this article, imagine a UK company selling products into Germany. Dental products, targeted at, surprise, surprise German dentists. To achieve this, the UK Company uses the mail, direct mail, cross border. This article is written based on the experience of international mail consolidators, what should be used and what should be avoided, the Do’s and the Don’ts!
There are probably 7 key areas you should be looking at:
• Lists and list quality
• Language
• Agency help
• Production
• Direct Entry
• Un-deliverables
• Response mechanics
Lists and list quality
• The list and the quality of the list are vital
• The first question that should be asked is the concurrency of the list, how up to date is the list. If you are buying a list of dentists from the German Dental Association, it should be right up to date.
• The broker will sell you the benefits and the strength of the list. If he is confident in the list, he should do you a deal on the agreed returns rate. For example ask the broker how many returns he usually expects and then negotiate a deal on refunds based on returns greater than the agreed rate.
Language
• Ideally you should use the country of destination language for your campaign. If you are mailing 50k German dentists you must address them in their mother tongue.
• This also applies to pan-European campaigns, as well, where possible translate, it’s worth it. Use good quality translation services in the destination country.
Agency Help
• In terms of the message and the creative approach of the direct mail pack, you can do it yourself or use expert help from an agency.
• With so many agencies having multi national operations and key strategic bases in EU and Asia, it is wise to invest in an agency, to give you expert help.
• The key aspect you are looking for clear advice and approach on cultural and acceptability.
Production
• Incredibly, despite postage being the costliest item within international mail packs, it attracts the least questions. In terms of selecting an international mail consolidator, there are a number of steps you should take:
• Spend time on selecting an international mail consolidator, do your homework, visit the company
• Visit the MCA web site http://www.themca.org.uk
• Look to use members of the MCA who abide to a code of practice and are committed to quality and transparency
• Members of the MCA have to adhere to the following Code of Conduct, to:
o Ensure the integrity of the customers mail at all times.
o Maintain Client confidentiality.
o Operate robust auditable processing systems.
o Provide accurate service and routing information.
o Provide accurate information on service delivery aims and prices.
• A consolidator is accessing wholesale prices with potentially 1, 2, 3 companies handling your mail. Ensure you understand who is handling your mail and who does the final delivery, ask the question
• Ask if the consolidator has or is using a subsidirial network in destination countries
• Enquire what routing systems are being used, if any. These should give clients cost-effective routing for their international mail
• Do consolidators use extra-territorial Office of Exchange (ETOE) for national operators within consolidators’ international sorting centres? These can generate faster delivery times and exert greater control over the transport/logistics process
• If the price seems cheap, understand why and the implications
Direct Entry
• When you ask for prices ask for the cost of a direct entry product. This is a product where the mail piece looks as though it has been posted in the country of destination. For example the German dentists receive a direct mail piece with a German post impression on the envelope.
• If you are using direct entry, you must have a return address in the country of destination.
• It’s worth considering the benefits of direct entry, relevant to your list.
• Direct entry prices can be cheaper than international prices for some destination countries.
Un-deliverables
• Even if you are not using direct entry, you must have a return address, preferably your own.
• You must carefully monitor un-deliverables, relevant to the list you rented and your returns deal.
Response Mechanics
• Finally, the response mechanics. BRE are very much, considered out dated and the de rigueur are e-mail and web devices.
• It’s better to handle response, where possible in the language of the country of destination, especially for e-mail and web.
• If you are a German dentist responding the DM piece, you are more predisposed and impressed by a German e-mail address than a UK (English) one.
International direct mail is an effective way for companies to promote and sell their products. It is proven over time and works effectively with other media, such as e-mail. By utilising best practice, which, in itself is derived from the experience of practitioners and suppliers, companies can minimise potential mistakes, minimise risk and maximise the effectiveness of their campaigns.
• Serious with all elements of society needing to contribute to reducing waste
• Now economically, important with economic value following Professor Stern’s report
• Creates need for the UK direct marketing industry to meet the challenge by proactive activity
• Driven by consumers not government
• Raising serious issues/ challenges for postal operators
• Bringing a media focus on direct mail and international/ cross border direct mail
For many international mailers there are many challenges as environmental services and recycling issues top the Direct Marketing industry agenda. The majority of corporates now have a corporate social responsibility policy in place, which is a manifestation on how the corporate plays their part both externally and internally in meeting and countering the impact they make on the environment and the local area/community. Increasingly the corporate needs an environmental proactive policy, which is sustainable, minimises waste and maximises minimal resources. These policies cover areas such as paper (recycled/ sustainable), low energy production, data hygiene, recycle guide for consumers. Many of these features could initially add to costs and cause confusion within companies.
Postal operators, face similar challenges. They will need an environmental policy which meets their needs and their clients. Given the huge labour and production required, the whole area of carbon offset management must be addressed. Also given their size and pre-eminence as media owners/drivers, they must contribute and participate in industry agendas and activity to develop standards and meet industry targets.
The MCA members are in a unique position to help both clients and working with postal operators to meet the environmental challenge. The MCA mail consolidator can work closely with clients to ensure:
• Their international DM packs meet environmental standards and use low wastage production with sustainable paper fibres
• Data, mailing files have been cleaned to reduce wastage through undeliverable mail
• Provide advice on carbon offset and carbon neutral campaigns
Due to their close working with postal operators, MCA mail consolidators are probably in the best position to work with postal operators in ensuring they develop environmental policies and activities. These policies need to meet industry, client and consolidators requirements ensuring the environmental agenda is an enabler rather than a barrier.
MCA mail consolidators have faced many challenges over many decades. Their adaptability and need to operate multi function operational interfaces, places them in a powerful position to help international, cross border and domestic mail meet the challenge and potential threat of the environmental agenda.
]]>D&S Consultants Ltd set up by former DMA Director David Robottom and his wife, Sharon Hutchinson, will focus on creating and building an effective and meaningful dialogue with key stakeholders and influencers, such as government and trade bodies, communicating the key issues and activity of the MCA.
David Robottom, D&S Consultants, said “the MCA and its members reflect a powerful engine, which contributes greatly to the UK economy; we look forward to working with the MCA, to communicate the breadth and quality of their activity”
For further information contact either:
David Robottom D & S Consultants on 07768 511108 or davidrobottom@aol.com
Ian Kavanagh Chairman of the MCA on (01234) 848410 or iank@btbmf.co.uk
About D&S Consultants Limited
D&S Consultants Ltd was created in 2002 by Sharon Hutchinson, focusing on HR and change management consultancy. In 2005 the consultancy was expanded, when David Robottom, after leaving the DMA, joined his wife’s consultancy. The consultancy’s services were expanded to include: postal affairs, public affairs, direct marketing, environment, ethical and content provision.
The consultancy now has twelve clients, operating in diverse fields such as data, postal services, software and financial services. Some of their clients include: TNT Post, DQM Group, Triangle Management Services, DQ Global, and Sureprint.
Contact Details
D&S Consultants Ltd
Registered Office:
7, Braybrooke Close,
Enstone,
Oxon; OX7 4NT
Contact: David Robottom, Director
Mobile 07768 511108
E-mail davidrobottom@aol.com