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Royal Mail MarketReach encourages businesses to use both mail and email in new campaign


By Ishbel Macleod | PR and social media consultant

May 28, 2014 | 2 min read

Royal Mail MarketReach suggests that consumers want brands to use both mail and email to communicate with them in a new campaign, produced by Publicis Chemistry.

The campaign, which represents the first in a series of communications, aims to target new, lapsed and existing Royal Mail customers, who spend a minimum of £200k/year on media and will also reach influencers such as creative and media agencies, print, production and mailing houses and the marketing press.

Jonathan Harman, managing director for Royal Mail MarketReach, said: “Our research shows that mail has a vital role to play in the today's digital world and it continues to be a powerful weapon in the marketer’s armoury.

“Email has advantages, not least its speed but consumers are clear that mail and email have different qualities which make each suited to different types of communication. Consumers say that mail's core strengths have not only endured the digital revolution but many are actually stronger today than they were before the iPhone."

Research commissioned by Royal Mail MarketReach found that mail creates stronger emotional engagement between sender and recipient with the majority of people surveyed saying that mail grabs their attention, gives a better impression of the company and makes them feel more valued.

Mike Welsh, CEO at Publicis Chemistry, added: “Mail is changing and we’ve got plenty of news to tell people. If we want people to listen and believe us, we have to behave differently. This piece is just the first step on that journey, and represents our statement of intent, if you like."

Over half (55 per cent) of people surveyed believe communications through the post delivers a brand impression, but only 25 per cent said the same was true of email.

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