Royal Mail looks to boost unaddressed marketing campaigns

Royal Mail has developed an online tool to improve the targeting and effectiveness of unaddressed marketing campaigns, its latest attempt to boost commercial revenue through increased use of direct mail.

Door to Door Response is an online campaign management tool that aims to help direct marketers review and analyse unaddressed activity. The postal operator claims that the tool enables advertisers to sort, evaluate and interrogate the results of specific campaigns and benchmark against previous activity.

The move is the latest from the postal service designed to enhance the direct mail services it offers and boost income.

In December, it introduced Door Drops Online, a service designed to allow small and medium-sized businesses to create and book unaddressed mail campaigns online and arrange printing and direct delivery.

It also recently reduced the booking times for unaddressed mail campaigns.

The postal operator will be hoping that such moves reverse declining fortunes. Operating profit fell to £52m in the six months to 30 September.

Philip Ricketts, head of door to door strategy, marketing and sales at Royal Mail, says that the tool aims to make unaddressed “more results-driven, compelling medium for brands looking to reach customers at home in a tangible way.”

He adds: “Royal Mail is continuing to invest heavily in refining unaddressed marketing to help customers get even more value from their unaddressed mail campaigns”.

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