The campaign aims to demonstrate how the 92% open rate of direct mail can help generate the best value for marketing spend.
The campaign is aimed at first time users of direct mail or marketers who have not evaluated the channel for some time. Prospects will receive a piece of mail designed to drive them to the www.advertisingmail.co.uk microsite.
The Advertising Mail initiative allows clients to send messages straight to customers from 16.3 pence per item, while first time users receive a 25% postage credit.
Head of market development Antony Miller says: “This campaign hinges on highlighting the tangible impact adding direct mail into the mix can have on a brand’s bottom line. It drives a direct return not just on financial investment, but the time marketers spend on planning and managing campaigns.”
Royal Mail is under pressure to develop its revenue streams after its letters, parcel and international business swung to a £120m loss in 2010/2011 from a £20m profit in 2009/10.
It also plans to promote its B2B products and service, such as data cleaning.