What is Advertising Mail?
With advertising budgets being squeezed, direct mail has a vital part to play in gaining better value for advertisers' money. The Royal Mail Advertising Mail® service offers you a price reduction against Access Standard and Premium services when you post direct mail.
To stimulate the demand for the use of mail as an effective marketing medium, Advertising Mailâ„¢ prices are 5.147p per item lower for Letters and at least 8.051p per item lower for Large Letters up to 100g.
Direct Mail items may also qualify for Royal Mail Responsible Mail® with additional price benefits of 0.5p for Entry level and 1p for Intermediate level for items weighing up to 250g. This means that Advertising Mail customers who can meet the additional environmental requirements of Intermediate level Responsible Mailâ„¢ will now be able to achieve a total discount of 6.147p per item for Letter items, and from 9.051p per item for Large Letters up to 100g.
Direct Mail benefits
In the UK there are 530 TV stations, 824 radio stations, 1600 newspaper titles and 1970 magazine titles but only one letterbox. Only Mail can reach 99.9% of the UK population of 30m addresses.
Direct mail spend rose by seven per cent in the third quarter of 2010, representing the first increase since 2006, new research has shown. According to the AA/Warc Expenditure Report UK advertising spend is expected to rise by 6.6% per during 2011.
- Between October 2009 and March 2010 an average of 92% of direct mail was opened, including 99% for personal banking and 96% for supermarket mail (Billets Media Monitoring)
- More organisations are using DM with an increase of 34% rise since 2006 (Neilson Ad Dynamix)
- ROI for DM continues to rise with ROI increases of 205% from 2006-2009 (Brand Science)
- The environmental footprint for DM is lighter than perceived by consumers and organisations with 77% of Direct Mail now recycled and only 0.9% finding its way to landfill. (DMA UK & Defra)
- Younger audiences respond to DM too with 25-34 year olds 44% more responsive to DM that average (TGI BMRB Q1 2011)
DM complements the digital world with consumers more likely to click on a search link from a company that they've received something from in the post (Hall and Partners).