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Royal Mail

Advertising Mail campaign launched help marketers generate the best value

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By The Drum Team, Editorial

August 31, 2011 | 2 min read

A campaign to support Royal Mail’s Advertising Mail service has launched today, aiming to show how direct mail can help generate the best value from marketing spend.

Created by Proximity London, the campaign looks at how direct mail’s 92% open rate can boost returns from integrated campaigns by 20 per cent.

The creative aims to drive first-time users of the channel, or marketers who haven’t used direct mail for a while, to the microsite.

Antony Miller, Royal Mail’s head of market development, 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. 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 firsthand what direct mail can achieve.”

Royal Mail developed Advertising Mail to help ensure direct mail remains cost effective and 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.

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