New Zealand Post, faced with a decline in mail volumes, is putting more muscle behind online and mobile communication, and behind assisting direct marketers.
But the two trends together will not add up to spam, Post spokesman Ian Long insists.
Post is counselling its staff and clients always to use the “double-opt-in” mechanism for marketing through digital channels. This not only requires that the customer consent to receiving marketing messages, but that he/she receives a notification of that consent and has an opportunity to confirm that it is their wish.
Double opt-in prevents mischief-makers from falsely signing up their friends to receive spam communications.
Post notes in its annual report, published earlier this month, the large and growing amount of income it derives from direct marketing communications. It also points to the 30% shareholding it acquired last year in mobile technology consulting and development company Synapse.
Both companies agree that the focus of their joint work will be in delivering promotional messages to mobile devices. But Post still has to “work out the fit” between its own work, Synapse’s and that of its precious acquisition, opt-in promotional email company Message Media.
So if, to borrow a phrase from rival Telecom’s advertising campaign, you want your cellphone to “go beep-beep, sale on platform shoes”, then you will shortly have one more potential provider. If such messages are the last thing you want, then NZ Post, at least, will leave you alone.