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IFAs set to benefit from new mail deal

IFAs could benefit from a new service being offered by the Royal Mail which allows consumers to select the type of advertising they get.

The postal preference service will only send consumers the advertising material they want, which means IFAs can target direct mailings at consumers interested in financial services.

The service will be provided jointly by postal pref erence services, Royal Mail and Dutch postal service Royal PTT. It follows 18 months of research which found that 84 per cent of consumers would be interested in taking part in the scheme.

UK households are being sent surveys asking them what, if any, type of advertising material they want to receive. The information will help improve the efficiency of marketing databases, increasing ret urns on investment in dir ect mailings.

The service aims to have a database of more than five million consumers by the end of next year.

Managing director Bryan Cassady says: “The postal preference service is a highly effective marketing tool. Information on consumer preferences is the key to helping the financial services sector increase the relevance of its advertising mailings.”

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