Door to Door Response is a web-based tool that helps customers monitor, review and analyse unaddressed activity. Its launch reinforces Royal Mail’s commitment to driving forward the efficiency and effectiveness of mail media, according to the company.
The campaign management tool enables advertisers to sort, evaluate and interrogate the results of specific campaigns and benchmark against previous activity.
Results can be viewed at a campaign level, for example sorting by demographics to determine which postcodes were the most successful. They can also be drilled down to single customer level in order to see individual customer feedback. It will also be possible for clients to export data allowing seamless integration into overall marketing analytics.
Customer feedback is input by Royal Mail through the campaign management system and uploaded to a dedicated, password-protected platform in real time. This means campaigns can be monitored and evaluated as soon as feedback is received.
The solution comes after Royal Mail unveiled Customer Finder, a free online service to help businesses improve door to door targeting and relevance. It has also developed Print and Assist, a solution that enables businesses large and small to simply design a leaflet and hand the data management, printing and delivery to Royal Mail, saving them time.
Philip Ricketts, Head of Door to Door Strategy, Marketing and Sales at Royal Mail, said: "Royal Mail is continuing to invest heavily in refining unaddressed marketing to help customers get even more value from their unaddressed mail campaigns. Door to Door Response complements our burgeoning portfolio of solutions to help customers improve their campaign targeting and effectiveness."
He added: "Door to Door is an extremely cost-effective and powerful marketing channel. However, up to now it has been difficult for clients to evaluate campaigns and feed key learning back into their overall marketing activity. Door to Door Response changes that, making unaddressed a more results-driven, compelling medium for brands looking to reach customers at home in a tangible way."
