Royal Mail Promotes Door-To-Door Marketing Online

Royal Mail is launching an online service to champion the effectiveness of door-drop marketing.

The group has created a web site, www.royalmail.com/doordropaction, which is designed to promote door-to-door marketing and explain how it can be used.

According to Royal Mail, door-to-door marketing is enjoying massive growth in spite of the advertising recession. The group claims that 79% of people read, pass on or keep the promotional material they receive in the post. They claim: “In the current economic climate people are cutting back on expensive marketing and becoming more dependent on cost effective methods they know will prove successful.”

Earlier this month, Royal Mail announced the appointment of Paul Rich as deputy managing director and marketing director, with responsibility for driving up marketing effectiveness across the group’s portfolio.

The Direct Mail Information Service (DMIS) calculates that UK consumers purchase over £25 billion worth of goods through direct mail each year (see Research Shows Direct Mail Defies Ad Downturn) but it remains extremely unpopular with environmental and consumer groups alike.

Royal Mail www.royalmail.co.uk

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