Why can’t UK Royal Mail see the gold in D2D?
To casual observers there is a little bit of the Wild West about the UK door drop marketing sector. Its volumes are expanding, the market is (as yet) unregulated and the full potential of the sector is not fully tapped. As the last truly unfragmented media channel available to marketers, it seems there’s gold left in them there hills. Experts say the UK market, compared with its European cousins, is nowhere near saturation in terms of the number of items delivered per household. So are the key door drop distributors, Royal Mail and free newspapers, making hay while the sun shines? Not Royal Mail, if media buyers and door drop brokers are to be believed. Royal Mail’s self-imposed restrictions on its D2D service – long booking lead times, a solitary delivery per day and a limit on the number of items postmen will carry – are a particular bugbear of D2D brokers and their clients. Though free newspapers are a very viable alternative, speakers at last month’s DMA D2D conference chose to voice their frustration at Royal Mail.
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