Watchdog slams UK Royal Mail over Home Mover offensive
Watchdog Postwatch has attacked Royal Mail over a new service which allows brand owners to surreptitiously piggyback the Home Movers Service.
The new scheme, currently on trial, will give Royal Mail an extra revenue stream. It allows companies to use the same envelopes as the Home Movers Service, although they will not contain the redirected post.
Royal Mail plans to charge marketers around 68p per insert, with further negotiations for bulk mailings. Details are still under wraps, but the service is likely to appeal to highly targeted mailers such as those offering home insurance or new furniture.
Postwatch says it has not been notified about the new service and is unimpressed with the move. According to its figures, one in ten of all Home Movers Service users complained between 2001 and 2002, with a total of 135,000 complaints.
“We’re not against direct marketing and recognise its value,” says a Postwatch spokeswoman. “But shouldn’t Royal Mail be improving the efficiency of its service first? Do marketers know about problems with the quality of the service?”
The watchdog also questions whether customers will be given adequate opportunity to opt out.
Postwatch chairman Peter Carr says: “We’re surprised not to have had notification of this. As a matter of principle, we’d prefer that customers could opt in, rather than searching the small print to opt out.”
Royal Mail refused to comment on the scheme.
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