Royal Mail has further expanded its services with a new online campaign management tool tofurther develop unaddressed marketing.
The newly launched Door to Door Response is a web-based tool that helps customers monitor,review and analyse their unaddressed activity thus contributing to the efficiency of mailmedia.
With the new solution, advertisers are now able to sort, evaluate and interrogate the results ofspecific campaigns and benchmark against previous activity.
Door to Door Response provides several methods of organising the results. Thereby, they can beviewed at a campaign level, for example sorting by demographics to determine which postcodes werethe most successful. But they can also be drilled down to single customer level in order to seeindividual customer feedback. It will also be possible for clients to export data allowing seamlessintegration into overall marketing analytics, Royal Mail explained.
Customer feedback is input by Royal Mail through the campaign management system and uploaded toa dedicated, password-protected platform in real time. This means campaigns can be monitored andevaluated as soon as feedback is received.
Philip Ricketts, Head of Door to Door Strategy, Marketing and Sales at Royal Mail, said: “RoyalMail is continuing to invest heavily in refining unaddressed marketing to help customers get evenmore value from their unaddressed mail campaigns. Door to Door Response complements our burgeoningportfolio of solutions to help customers improve their campaign targeting and effectiveness.”
“Door to Door is an extremely cost-effective and powerful marketing channel. However, up to nowit has been difficult for clients to evaluate campaigns and feed key learning back into theiroverall marketing activity. Door to Door Response changes that, making unaddressed a moreresults-driven, compelling medium for brands looking to reach customers at home in a tangible way,”he added.
The new solution follows the launch of Royal Mail’s Customer Finder, a free online service tohelp businesses improve door to door targeting and relevance. UK postal operator has also developedPrint and Assist, a solution that enables small and large businesses to simply design a leaflet andhand the data management, printing and delivery to Royal Mail, saving them time.
