UK Royal Mail delivery trials to lure brands
Royal Mail is poised to deliver a shot in the arm to the direct marketing industry with the launch of nationwide trials for the long- awaited ‘nominated day delivery’ service.
The scheme, which some agencies have been calling for years, would allow brand owners to request which day a mailshot drops, and therefore integrate it more closely with other marketing methods, such as outbound telemarketing and DRTV campaigns.
Details on how much the service will cost are still under wraps. A pre- booking system may have to be introduced to cope with demand to use the service on Saturdays, when consumers are more likely to open direct mail.
“The scheme is being extensively tested to see if it would be a viable service,” says a Royal Mail spokesman. “It will also depend on what extent customers want it.”
John Barker, group development director at WWAV Rapp Collins North, sees exciting opportunities: “When consumers can see that the piece has been nominated, it will give it more prominence.
“Another advantage would be the ability to split a large mailing and more easily manage follow-up telemarketing. Such possibilities would justify the extra cost.”
But Clark McKay and Walpole chairman Jonathan Clark questions the proposed scheme: “Although this initiative sounds fantastic in theory, to what degree can Royal Mail guarantee delivering on time? And what sort of premium will we be expected to pay for the service?”
