Local mail, which accounted for 85.6% of the total mail traffic in 2014/15, increased slightly by 0.1% over 2013/14. With targeted marketing campaigns, the Hongkong Post Circular Service gained in popularity with a 9.2% increase in traffic in 2014/15.
Despite the global trend of e-substitution and the prevalence of new digital media, direct mail continues to be a very effective channel for marketing, as evident from a steady growth of service demand for the Hongkong Post Circular Service, our unaddressed direct mail service. To cater for the marketing needs of local SMEs and encourage their patronage, we lowered the service threshold from 2 000 items to 1 000 items per posting on a trial basis for six months from early January 2015.
We launched a local address cleansing facility in December 2014 for bulk mailers to improve the quality of their address databases. The facility also provides a Delivery Beat Identifier for each local address that matches the record in HKP’s address database. Bulk mailers have found this facility a convenient tool for ensuring correct addressing and speedy mail delivery.
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