Royal Mail has announced plans to improve its unaddressed mail marketing tools – a move which could make promotional gift delivery much easier for small and medium-sized businesses.

The firm hopes that the new digital Door to Door Response service will encourage more small firms to invest in direct mail – regardless of whether they are wanting to send simple branded leaflets or engaging promotional gifts.

Royal Mail claims the new online tool will improve the targeting of mailouts. It will allow advertisers to sort and evaluate direct mail activity – comparing it with previous campaign performance – the company said.

Philip Ricketts, head of door-to-door strategy, marketing and sales at Royal Mail, told Marketing Week: “Royal Mail is continuing to invest heavily in refining unaddressed marketing to help customers get even more value from their unaddressed mail campaigns.”

He noted that with the ascent of digital marketing, direct mail had to become a “more results-driven, compelling medium for brands looking to reach customers at home in a tangible way”.

1 Parsons, Russell. “Royal Mail looks to boost unaddressed marketing campaigns“. Marketing Week, Wednesday January 12th 2011.