Royal Mail is hoping to lure new users to direct mail – on both the client and agency side – by promoting its Advertising Mail scheme, claiming its 92% open rate can help to generate the best value from marketing spend.
Created by Proximity London, the direct mail creative drives prospects towards a microsite, www.advertisingmail.co.uk. The site includes a tool giving users the option of seeing a brief summary of the Advertising Mail initiative or more in-depth information, including claims that it can boost returns from integrated campaigns by 20%.
Royal Mail developed Advertising Mail to make direct mail competitive against other forms of advertising, such as TV, press, outdoor and digital. It allows advertisers to send messages straight to customers from 16.3p per item. As an additional incentive, first-time mail users benefit from a 25% postage credit.
Royal Mail head of market development Antony Miller said: “In this economic climate, many people are working harder than ever before for their money. It’s not only fair that marketing channels do the same; it’s essential.
“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.”
He claims that over 80 advertisers have already taken advantage of the Advertising Mail promotion since its launch, sending over 14 million items in the incentive’s first three weeks. “We’re keen that more brands take advantage of the incentive to experience first-hand what direct mail can achieve,” added Miller.
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