Royal Mail hoping to boost unaddressed marketing campaigns

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Royal Mail has developed an online tool aimed at helping brands carrying out unaddressed marketing campaigns.

Royal Mail has launched a new tool aimed at improving the effectiveness of unaddressed marketing campaigns, which could interest those looking at different mailing houses.

Called Door to Door Response, the new tool is the postal service's latest attempt to boost its commercial revenue through direct mail, Marketing Week reported.

The online campaign management tool helps direct marketers to examine unaddressed activity, using it to sort and evaluate the results of specific campaigns.

Philip Ricketts, head of door to door strategy, marketing and sales at Royal Mail, said the tool should help make unaddressed campaigns more results driven.

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

The news comes just weeks after Mark Thomson, media director at Royal Mail, said that direct mail continues to be an important tool for marketers, adding that it has been regaining its previous popularity among brands and consumers.