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Five ways to improve performance through postage optimisation and digital integration

Gemma Mitchell, Director of Postal Services and Site Director at Paragon Dagenham, shares five proven ways brands can optimise postage expenditure, integrate it with digital, and deliver impressive returns on investment.

Across our client base, I often see marketing and communications teams wrestling with how to manage postage spend alongside growing expectations to digitise customer engagement. Many simply don’t realise how much value they can unlock by treating digital and mail not as opposing forces, but as connected parts of a smarter customer journey.

As Paragon’s Director of Postal Services (and a confirmed postage geek!) I know direct mail is one of the most effective types of communication. It also makes a tangible impact by capturing audience attention – a crucial asset in today’s attention-deficit era.

At Paragon, we help our clients reach their audiences where they’re most likely to respond, and that often means blending physical and digital channels for maximum impact. When used together, they build trust, boost visibility and deliver measurable returns. And when you optimise your postage at the same time, the results go even further.

Here are five ways to do just that:

1. Link print and digital to track and improve ROI

Measuring the impact of mail isn’t always straightforward. For instance, if a customer receives a letter but completes their purchase online, how do you prove mail played a role? 

This gap in attribution can lead to mail being undervalued.

Yet JICMAIL data shows that nearly one in five recipients go online after receiving mail — whether that’s searching for the brand, scanning a QR code or visiting a website directly. That’s why we focus on connecting channels.

The Paragon DCX team uses tools like QR codes, personalised URLs and smart campaign references to link offline actions to online outcomes. We can also help test and model how different channels — including TV, email and direct mail — work together to drive response.

With clearer tracking, you gain sharper insights, stronger attribution and ultimately, smarter campaigns.

2. Integrate channels to meet your customers where they are

Mail works. It cuts through the noise, but treating it as a standalone channel can mean missing out on bigger impact. 

When combined with digital, mail becomes a powerful driver of action, prompting web visits, search behaviour and conversions. It bridges the physical and digital world, creating memorable, multi-touch experiences that stick.

We help clients create joined-up campaigns that deliver the right message through the right channel. That could be a QR code on a printed letter that drives to a personalised landing page, or a follow up mailpack to a VIP or a targeted group when an email has gone unopened.

It’s about using data to tailor the experience and respecting that every customer will have their own preference for how they like to engage.

3. Involve postal experts early to unlock hidden savings

Navigating postal regulations, pricing structures and evolving delivery models can be challenging, especially for teams with limited experience in print production. Creative decisions made without this knowledge can unintentionally drive up postal costs. Engaging us early helps brands to stretch budgets further, reach more people and deliver greater impact.

We work closely with clients to design mail that meets Royal Mail specifications, avoiding adjustment charges and unlocking the most cost-effective postage rates. 

We also help maximise tools like Royal Mail’s incentive framework to test, refine and scale campaigns efficiently.

4. Clean up your data and make it work harder

Poor address data isn’t just a waste - it costs you twice. You pay for the mail that doesn’t land, and you risk your brand credibility when it misses the mark. We take a brand’s name and address file and run data audits and health checks to remove duplicates, suppress contacts who have moved or passed away, enhancing targeting using services like Baby MPS. Cleaner data delivers better targeting, reduces waste, and improves campaign ROI.

We also help clients identify lookalike prospects by tracking where similar customers have moved. New occupants often share the same demographics and spending patterns, creating valuable acquisition opportunities through innovative address management and targeted geographic campaigns.

5. Personalise – but do it smartly

We all respond better to communications that feel relevant. But effective personalisation isn’t about more cost – it’s about better strategy. We help brands use customer and geographic data to build tailored campaigns that speak to lifestyle, behaviours and intent – not just names.

For example, if you’re trying to sell me a car, don’t just send a one-size-fits-all message. Understand what I drive now, where I live and what matters to me.

Then tailor the communication, the tone of voice, the design and format to fit my lifestyle and preferences. Through smarter segmentation and thoughtful execution, personalisation becomes more than just a name on a letter—it becomes a strategy for real engagement and measurable results. We help brands do this while keeping a close eye on postage and production costs. 

Ready to ramp up your ROI?

Gemma and the team at Paragon help clients bridge the gap and optimise their campaign delivery to get the most bang for your buck. Whether you're optimising postage, enhancing digital journeys or doing both in tandem, we’re here to help you deliver smarter and more responsive communications.

Speak to a Paragon expert today.

Date

25 June 2025

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