Direct mail software delivers big revenue boost for An Post

AN Post has been approached by a number of international postal organisations seeking to buy its new direct-mail software for use in their local markets.

Admailer, which was launched in Ireland in August, has already far exceeded An Post’s revenue projections and has attracted interest from around the world.

It uses census data to allow advertisers to target areas with a high percentage of their target audience within data-protection rules.

“We are in discussions with Australia Post, New Zealand Post and the Italian post, who want to buy the intellectual property,” said Liam Sheehan, sales and marketing director of An Post. “We would licence it to them as a service.” He said that the organisation had forecast sales of around €4m for 2017 but that they were now expected to be around double that.

“The reaction has been amazing and we have got our first €1m order for January, a huge campaign,” he said. “The software was built at a cost of €1m. Originally this was aimed at the top level of SMEs but what we are finding that the big brands are coming in.”

Large groups, such as grocery chains, are using Admailer to distribute a central design and then allow local branches to tailor the direct mail material for the demographics in their area. The motor industry and telecoms sector are also using the software.

Earlier this month, the Cabinet approved plans to repeal a law that prevents the semi-State company increasing its prices, due to what Communications Minister Denis Naughten described as “the very difficult financial situation” facing An Post.