On December 14, 2017, the first international conference "Direct Mail: Leaders' Experience" was held in the conference hall of the Russian Post, at which the specialists of the Post of Russia, experts in the field of the direct mail of Poste Italiane, the first persons of European companies producing creative direct mail solutions MAF (Cartolinea) and EDC Expert Direct Communication, as well as representatives of the foreign company MF Group and the Russian company Mir Mir Books, regularly using the direct mail in their communication strategy. Direction of the direct mail in the Russian Post began to develop in 2015. For two years the number of direct mail mails increased 20 times: from 2.5 million units. in 2015 to 50 million shipments in 2017. In 2018, the Russian Post plans to deliver over 60 million direct-mail items. "The Russian Post is forming a product line of direct mail based on the needs of market participants.Thus, the company has a number of products that allow our customers to implement effective direct mail communications." We are actively adopting foreign experience and sharing it with participants in the Russian market, "she said. Deputy General Director of the Russian Post on the mail business Inessa Galaktionova. The main focus of the conference was on the practice of applying the direct mail in the omnichannel promotion strategy, the correct planning of direct mail campaigns and the features of the evaluation of the result of direct mail communications. All presentations were accompanied by previously implemented cases of leading companies from the financial sector, insurance, retail, transport, telecom, pharmaceuticals, tourism. In the course of the event, the creative formats of the direct mail mailings were presented to the participants, the WOW-effect of which they could feel on themselves. The Russian Post database contains more than 62 million addresses of households of individuals, with the possibility of targeting more than 70 signs, as well as 4.3 million addresses of legal entities. In 2017, the services of the direct mail of the Russian Post began to be actively used by such companies as TSUM, Lenta, L'Oreal, Incanto, Royal Canin. The current portfolio of products of the Direct-Mail line of Rossi's line allows targeted mailings to be sent to the mailbox both in a separate region and throughout Russia. Depending on the type of product, the minimum circulation of mailing can vary from 500 to 2000 thousand pieces, have a creative format and personalized treatment, and include a commodity investment.

Source: http://www.advis.ru/php/view_news.php?id=7F405F89-BCA9-1144-93B8-968859885080