Frequently Asked
Questions
What
is Royal Mail Responsivate?
Who
is Royal Mail Responsivate suitable for?
What
kind of mail packs can be assessed?
How much does it cost?
Can
I assess B2B mailings?
Can
it be used for any industry sector?
How
do I run an assessment?
What
sort of results do I get?
Will
I be provided with feedback on what's
good as well as bad?
What
is a Score Profile?
What
does Benchmarking mean?
Can
I compare packs?
Can
I stop an assessment mid way and then
go back to it later?
What
should I do if I get stuck during an assessment?
Who
do I contact if I experience any difficulties?
Q:
What is Royal Mail Responsivate?
A: Royal Mail Responsivate is a unique
and powerful online creative evaluation
tool that reflects the way that a reader
would react and respond to a piece of
direct mail to give you invaluable insight
into techniques you can use to increase
the effectiveness of your direct mail
activity.
Q:
Who is Royal Mail Responsivate suitable
for?
A: Royal Mail Responsivate is designed
to provide a vital tool for anyone who
wants to gain optimum effectiveness from
their direct mail activity. The service
is suitable for Marketeers, Managing Directors
within SMEs, and even personnel within
Marketing Agencies.
Q: What
kind of mail packs can be assessed?
A: Royal Mail Responsivate can be used
to assess multi-element direct mail packs
or one-piece mailers.
Q: How much does it cost?
A: Royal Mail Responsivate is currently free of charge.
Q:
Can I assess B2B mailings?
A: Not just yet. Royal Mail Responsivate
has been designed to assess Business to
Consumer (B2C) mailings. A B2B version
is currently under development.
Q:
Can it be used for any industry sector?
A: Yes – our comprehensive database
covers 20 industry sectors. From Home
Shopping to Financial Services, we believe
we have all sectors covered by Responsivate.
Q:
How do I run an assessment?
A: Each assessment entails answering a
series of carefully designed questions
regarding each element of the direct mail
pack that you are appraising – from
the outer envelope through to the response
device. You will need to have the actual
pack at hand and should allow at least
15 minutes for each assessment.
Q:
What sort of results do I get?
A: A detailed Evaluation Report is produced
automatically – giving you an outline
summary of the pack’s overall effectiveness,
a total score, breakdown scoring for each
stage of the pack, benchmark scoring (so
you can see how your pack fits against
industry-specific standards) plus practical
guidance on how and where to introduce
improvements.
Q:
Will I be provided with feedback on what’s
good as well as bad?
A: Yes – in line with best practice,
both strong and weak points in your pack
will be highlighted. Guidance, recommendations
and tips will also be provided to help
you increase your pack’s effectiveness
– at every stage of the reader’s
journey through your piece.
Q:
What is a Score Profile?
A: This is the term we have used to describe
your pack’s scoring performance.
It is presented as a percentage of the
maximum score available. Score profiles
are provided for the five key sections
of your direct mail pack - Targeting,
Outer Envelope, Scan Read, Serious Consideration,
Closing the Sale – so you can clearly
see which areas offer scope for improvement.
Q:
What does Benchmarking mean?
A: Your pack’s score will be provided
in the context of the average scoring
for your specific industry and for all
packs currently evaluated by Royal Mail
Responsivate. This is in appreciation
of the fact that different sectors within
direct mail may have different relevancies
– eg financial services packs are
more likely to have customer fallout within
the early stages, whereas travel for example
tends to retain interest through each
stage until, as it requires a high financial
commitment, it has to work hard to close
the sale.
Q:
Can I compare packs?
A: Yes – you can see how your pack
stacks up against your direct competitors’
activity, or compare different packs within
your own campaigns. You can compare any
5 packs within your personal Score Profile.
All benchmark data will be applicable
to the time of the original of the original
assessment.
Q:
Can I stop an assessment mid way –
and then go back to it later?
A; Yes. All sections that have been completed
will be scored and even if you do not
complete the full assessment, completed
section information can be accessed and
the evaluation completed at a later date.
Any sections that have not been completed
will not be saved.
Q:
What should I do if I get stuck during
an assessment?
A: Easy to follow instructions, pertinent
to the question you are answering at the
time are provided on screen at every point
of an assessment. Guidance on how to answer
the questions, if you are in any doubt,
is given in a clear and relevant way.
Q:
Who do I contact if I experience any difficulties?
A: Our Contact Us page outlines the ways
in which you can get in touch with the
Royal Mail Responsivate team. From general
enquiries, to setting up Corporate Accounts,
Royal Mail are here to help.
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