Brand owners will be able to drill down into door-drop campaigns to sort, evaluate and interrogate the results at an individual level with the launch of a new tool by Royal Mail.
Using Door to Door Response, results can be viewed online at a campaign level, giving insight such as demographics to determine which postcodes were the most successful and even viewed to single customer level in order to see individual feedback. Clients will also be able 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 realtime. This means campaigns can be monitored and evaluated as soon as feedback is received.
The move follows the launch of Royal Mail Customer Finder, a free online service to help businesses improve door to door targeting and relevance. The postal operator 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.
Royal Mail head of door to door strategy, marketing and sales Philip Ricketts 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: “D2D 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.”
