2019 marks the 60-year anniversary of the introduction of the 6-digit postcode we use today. We looked back through The Postal Museum archives to see how the humble postcode has led to where we are today, and how we can use postcodes for responsive, cost effective marketing campaigns.
Beginning in Norwich on a trial basis, using the code ‘NOR’ followed by 3 characters to represent a street the initial outcome was not as successful as hoped, but this didn’t deter Royal Mail.
In the early 1950’s a new sorting machine was developed, sometimes referred to as ELSIE (for Electronic Letter Sorting Indicating Equipment) although SPLSM (Single Position Letter Sorting Machine) was the name endured.
During the 1980s, postage took its next leap forward through the introduction of Optical Character Recognition (OCR). This system reads the postcodes of printed addresses and prints the appropriate phosphorescent dots (codes) on to the envelope. This was a huge step in terms of automation, resulting in the volume of letters mail centres could handle increasing exponentially.
As mail volumes moving through the UK continuously grew, the need for an even more automated system also grew. 1997 saw the introduction of Integrated Mail Processors (IMPs). This system, still in place today, processes the letter from the moment it enters the mail centre to the moment it’s dispatched – culling (sizing), facing, coding, sorting the mail.
The Production Hub can utilise postcodes in several ways. We can assist organisations looking to expand their customer base by using GDPR compliant print media acquisition techniques such as unaddressed targeted door drops or partially addressed mail. Also, did you know that partially addressed mail can still include occupier address information to allow enhanced targeting in a cost effective way? You can read more about this technique here.
Postcodes accuracy is also very important for warm direct mail campaigns. At The Production Hub we can apply data hygiene techniques using our in-house data bureau to achieve data accuracy. We can pre-sort your direct mail and inject your post into the postal system at a higher level which can result in substantial discounts. We can also work with our client’s postage agency agreement partners such as Citipost, Onepost, to achieve the best rates and sustainable mail discounts using postcode accuracy.
If you’d like more information on how we can help connect you to more supporters using postcodes get in touch below. The first TWO new subscribers will get a FREE Postbox Biscuit tin! #perfectpost!
