News Update: Industry calls for a new mailing house scheme

by Kim Benjamin, Marketing Direct 01-May-07

The Direct Marketing Association (DMA) has been urged to set up a standards and accreditation scheme for the mailing house sector, following the demise of the QMP, the independent accreditation scheme for mail production and handling.

The scheme, funded by Royal Mail, was axed last month by the postal
operator, which is to launch its own system to reward mailing houses
based on volume, rather than standards.

David Laybourne, former technical director at mailing house DPS Direct

Mail and now commercial director at digital print company Real Digital,

says that mailing houses need to have a greater degree of
professionalism and higher standards.

"QMP was a missed opportunity and the industry will regret that what set
out to be an objective, quality standard never really came of age," he
said.

Matthew Perkins, operations director at mailing and fulfilment house
Baker Goodchild, said he was not surprised by Royal Mail's move as the
QMP system was "quite onerous," but he acknowledges that "there is a
need for some kind of accreditation."

Royal Mail's decision has been criticised by some in the industry. "To
dump quality checks at such a crucial stage, particularly when direct
marketing is competing with other advertising media, is a disaster,"
said QMP chief executive Alan Halfacre.

David Robottom, founder of postal consultancy D&S consultants, added
that "Royal Mail's scheme is designed to benefit only itself. It is
effectively a loyalty scheme and bears no relationship to standards," he
said. "Mailing houses will eventually sign up because they can get
commission but there will be no independent standard."

A spokesperson for postal regulator Postcomm said that it is looking at
Royal Mail's plan but not officially investigating it.