Royal Mail puts weight behind direct marketing

- The Royal Mail is setting up a direct marketing "task force, composed of representatives from the Direct Marketing Association, Mail Users Association and the Periodical Publishers Association.

- The Royal Mail is setting up a direct marketing "task force, composed of representatives from the Direct Marketing Association, Mail Users Association and the Periodical Publishers Association.

Royal Mail managing director, Richard Dykes, is behind the initiative, which aims to see the various bodies pool their research and raise the standards of direct marketing.

In a speech at the Institute of Direct Marketing Symposium, Dykes spoke of the importance of direct response to the Royal Mail's strategy. He said: "We've come a long way from being simply the delivery channel to becoming a much more focused, market facing and commercial business enabler. We're investing in the development of better targeting concepts and in software to support this."



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