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Any direct mail campaign depends on careful planning to ensure that response rates are high and sales conversions numerous. A number of factors can intervene and impact its outcome. Richard Higginbotham explains more

Ever since the government announced a review of the UK postal services market in December 2007 there has been an underlying element of uncertainty within the mail market. Some of that was removed when Richard Hooper published his long awaited report: Modernise or decline: policies to maintain the universal postal service in the United Kingdom, on 16 December 2008.