Royal Mail to offer clients a ‘risk reward’ to boost sales

Royal Mail is planning a payment-by-results price offer as one of several measures aimed at ensuring direct mail stays competitive with other media channels in the wake of recent price hikes.

Royal Mail Postman

The postal operator is considering a “risk reward” price that could be offered to some clients to boost take-up.

Details of the strategy are still being worked out but it could mean that charities would pay according to how many new donors they attract or car dealers on the basis of new cars sold.

Royal Mail media director Mark Thompson says the offer would be a “real statement of intent” to marketers considering using direct mail or returning to the channel.

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