Royal Mail launches DIY direct mail tool

Royal Mail is stepping up its involvement in the direct marketing (DM) industry with the launch of a tool allowing client companies to create their own direct mail campaigns. However, some members of the DM community warn that the tool could adversely affect smaller agencies.

The new service, called DM On-Line, cuts out the need for an agency. It enables companies to create complete mailing campaigns online – from design and creation, to data handling and back-end fulfilment. Customers will also be able to follow the off-line production of their mailing campaign from start to finish on the website. Marketing Drive Worldwide London created the tool.

Royal Mail head of media information Andy Kershaw says: “DM On Line forms a key strand of Royal Mail’s long-term strategy to consolidate mail’s position in the marketing mix. The service will enable any business, regardless of size, to benefit from high-quality mailing campaigns.”

Wunderman EMEA chief technology officer Dave Bulman says the launch of the tool is an “interesting move”. He adds: “I don’t think it will bother the large agencies, but it could hurt the smaller independents.”

Black Cat managing director Stephen Callender acknowledges that “there are not many small businesses that can afford an agency”. He adds: “A medium-size business upwards would still benefit from an agency to do some thinking for them.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here