Royal Mail volume increase: TLC comment

by Team on 18/09/2013

Royal Mail door to door’s recent announcement that they are, with immediate effect, increasing the number of door drop (unaddressed) items they are prepared to deliver each week to seven for each postal sector, comes just in time to capitalise on the Christmas and New Year promotional season.

Although at the time of its previous increase to six items per week, there was concern amongst some advertisers that the increase could affect response and redemption rates, there has not been any subsequent widespread evidence of this, so we believe the increase to seven should have little effect on door drop volumes.

Indeed, since the increase to six, it would be fair to say that Royal Mail D2D volumes have increased, particularly as free newspaper coverage levels deteriorate across the country, with many whole towns now having no free title.

But whilst the increase obviously provides greater capacity, a word of caution.

If you are an advertiser for whom the Festive Season (or just after) is a key trading period, the increased capacity will not help you if your competitors have already booked the activity weeks you prefer.

Our best advice would be to activate your marketing plans without delay.

TLC can offer a free Royal Mail D2D availability review service, so get in touch by emailing sales@letterboxconsultancy.co.uk or through the contact page and we will respond by return.

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