Royal Mail targets clients with Advertising Mail campaign

Royal Mail is launching a campaign in support of its Advertising Mail proposition that encourages trial of its direct marketing service.

/l/w/l/RoyalMail.jpg

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here