Royal Mail holds DM “sale” for clients
Royal Mail is to offer advertisers a 20% discount on direct mailings in an attempt to increase use of the channel.
The two-month “DM sale” aims to encourage brands to trial the use of direct mail in their campaigns and encourage existing users to include it in marketing activity. The discount will be available on new and additional mailings sent next March and April.
News of the offer follows the autumn postal strikes that caused severe disruption to companies’ direct mail campaigns. This led to many observers predicting Royal Mail would lose customers to rivals, as well as accelerating the shift from physical mail to email.
Royal Mail media director Mark Thomson says the initiative is a “new approach” for the postal service and brings the channel in line with other media channels that offer more incentives.
The Direct Marketing Association (DMA) has estimated that the strike action could have cost businesses £10m in lost, postponed or cancelled direct mail campaigns.
As featured on Marketing Week.
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