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.
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