Back in August I commented on the risk to the direct mail industry of the possible Royal Mail strike action. (See 14/08 & 24/08) It would seem that brands choosing this marketing medium are again set to lose out.
The Royal mail has cancelled all door-drop deliveries for the next three weeks ahead of strike action by the Communication Workers Union. It would appear that door-drop companies were notified of the move only this week, which is expected to affect up to 80 million items scheduled for delivery. They were told that they would be compensated for the costs of delivery and other logistics, but not for the cost of printing the items. This means door-drop firms could lose out, especially in the case of having to compensate clients who planned to send time-sensitive creative, which it would be impossible to deliver at a later date. I would invite all door drop companies to embrace Mobile Marketing. Time sensitive content can be delivered directly into the hands of consumers, rather than the doormat, without the cost of printing, and without the hidden cost of industrial action.