RM announces successful launch of new direct mail service

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Royal Mail announces successful launch of new service to keep direct mail competitive

22/06/2011


• More than 80 advertisers have used the service and Royal Mail is talking to 100 more
• More than 14 million items posted using Advertising Mail in the first three weeks after its launch

Royal Mail today revealed the successful launch of its new Advertising Mail product, designed to support direct mail’s role in an increasingly competitive marketplace.

More than 80 advertisers used the service in just the first three weeks after its launch alone, with more than 14 million items posted using Advertising Mail so far. Royal Mail is currently talking to around 100 other advertisers who have expressed interest in using Advertising Mail.

Some of the companies using Advertising Mail switched budget from other channels to use the service.

Royal Mail developed Advertising Mail to help ensure direct mail remains cost effective and competitive against other forms of advertising, such as TV, press, outdoor and digital.

The service offers a highly competitive pricing structure. Under changes to Royal Mail’s prices that came into effect on 9 May, the average price increase for customers who use Advertising Mail is around two per cent, well below the UK Retail Price Index of 4.9 per cent.

The launch of the service follows on from a range of Royal Mail initiatives to support the industry, including a successful DM Sale and first time user scheme.

Royal Mail’s Head of Media Markets, Antony Miller, said: "We are delighted with the exceptional response to Advertising Mail in such a short space of time.

"Royal Mail remains committed to developing services that support the role of direct mail in the advertising mix. Royal Mail developed Advertising Mail to help ensure direct mail campaigns remain cost effective when compared with other forms of advertising such as TV, press, outdoor and digital.

He added: "Research revealed there has never been a better time to use direct mail. Integrating direct mail with other channels boosts payback, 92 per cent of mail is opened and it has regained its position as consumer’s favourite marketing channel."

ENDS

For further information contact:
James Eadie
Head of PR
Royal Mail Group
020 7250 2468
james.r.eadie@royalmail.com