Industry supports launch of direct mail discount scheme

ikea mailing 414Royal Mail is launching a new initiative that offers its cheapest ever tariff for non-urgent mail items in a move which has been backed by the Strategic Mailing Partnership as a “great opportunity to benefit from the power of direct mail”.

A discount on rate card prices of up to 30% for advertising mail and around 9% for partially addressed mail is available for a limited time, including over the Christmas period.

With Royal Mail having launched its economy product in January, which has a delivery window of between one and four working days, it is said this cost-effective option is suitable for both high and low volume mailings.

Through this service, delivery of economy items is delayed until another piece of mail arrives for the same address, within the four-day timeframe, providing a competitively priced product option for mail which is less time sensitive.

The discount is available until March 2022 and covers the festive season when many brands are keen to reach out to customers.

SMP chair Judith Donovan CBE said: “The economy service certainly meets a need for cost-effective delivery of non-time critical mail and this new incentive is a very welcome offering and one that brands will be sure to take advantage of, particularly as it will be available over the busy Christmas period.

“We know from data that the value and effectiveness of direct mail is continuing to grow in a digital world and this new incentive will enable brands to maximise the benefits of mail as part of their omnichannel marketing campaigns. As UK businesses continue to reopen and restrictions lift, it’s a great opportunity to benefit from the power of direct mail.”

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