Firms that use cheap flyers may benefit from new Royal Mail tool

Royal Mail has developed a new tool to improve the effectiveness of unaddressed marketing campaigns.

Marketers who use cheap flyers might benefit from a new online tool that has been developed by Royal Mail.

Door to Door Response aims to improve the targeting and effectiveness of unaddressed marketing campaigns by helping firms review and analyse activity, Marketing Week reports.

Royal Mail claims the tool will enable advertisers to evaluate the results of individual initiatives and compare them to previous activity.

Philip Ricketts, head of door-to-door strategy, marketing and sales at the postal service, said the company is continuing to invest heavily in unaddressed marketing to ensure customers get good value for money.

The tool aims to make this type of activity a "more results-driven, compelling medium for brands looking to reach customers at home in a tangible way", he added.

Earlier this week, Russell Parsons stated in an article for the publication that creative direct mail campaigns are well placed to come to the fore in 2011.