JUN 2008 - 1 July 2008 – Postcode Day
New Zealand Post is dubbing 1 July ‘Postcode Day’, as it becomes mandatory for high volume mailers wanting to maximise bulk mail discounts to include correct postcodes and addresses on their mail.
New postcodes were introduced in June 2006, and 28% of mail currently carries the correct codes. That’s well below the over 90% correct postcode use in countries like England and Australia.
Postal Services Chief Executive Peter Fenton, says the first priority has been getting business and other high volume mailers to adopt the codes.
“High volume mailers have been asked to make changes to the way they capture and store address data. This has been a complex task for many of our larger mailers, so they’ve had two years to update their systems to carry new postcodes and meet other addressing standards.”
Mr Fenton says most marketers and their agencies have recognised the cleanup of address data will have benefits far beyond a bulk mail discount.
“Many businesses recognise poor data has been constraining segmentation, and analysis of response and ROI on their business. Businesses with databases that have met our new standards now have the correct customer information on file which in turn, means they can talk to the right customer at the right time with the right communication.”
Mr Fenton says the timing of the change gives businesses an ideal opportunity to improve their direct marketing efforts.
“With a softening economy we believe there will be increasing demand for accountability and measurability in marketing spend. Better data is at the heart of meeting that demand.”
Mailers who haven’t met the 1 July deadline will still see their mail get through.
“However for efficient delivery of mail, and for all the benefits of better quality data, we really want to see all New Zealanders get used to correct postal addressing.”
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