Flyer marketing campaigns 'rely on a strong Royal Mail'

The quality of service provided by the Royal Mail is a key part of the success of direct mail marketing, it has been suggested.

Businesses using flyers as part of a direct marketing campaign rely on a strong Royal Mail for the initiative to be successful.

This is according to Russell Parsons, writing for Marketing Week, who was commenting after the Hooper Report suggested action needs to be taken to modernise the postal service in the UK.

He noted the direct marketing sector "needs a nimble, cash capable Royal Mail to help drive mail innovation, data services and best manage the inevitable continuing decline in mail volumes by encouraging greater use of mail".

Mr Parsons explained this could be sped up by privatising Royal Mail, which would improve the service on offer to both consumers and business customers.

It was recently announced the establishment has entered into an agreement with TNT Post - a move that may increase the effective of flyer marketing campaigns.

The two firms are to work together to encourage businesses to use direct mail more frequently.