Royal Mail in drive to sell story of direct marketing

Royal Mail has created a team of 30 direct mail consultants to offer advice on targeting and planning campaigns in its latest drive to get marketers to use the channel.

The firm is encouraging use of the service by reducing the cost of postage for those who book a free consultation and test a direct mail campaign as a result.

Antony Miller, head of media development at Royal Mail, says he wants advertisers who do not use DM to “discover its effectiveness”

and wants existing users to try different campaign tactics. Royal Mail says the move follows research it commissioned from TPoll which found that almost half (49%) of marketers rank targeting as the hardest part of customer acquisition.

Royal Mail launched a “DM Sale” at the start of the year offering a discount on new and additional mailings.

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