New mailing service by Royal Mail keeps postal costs for marketing campaigns down, How would you ben

2. Transactional mail

3. Advertising mail

On average 65% of mail in the UK falls in the different categories of Personal or Transactional mail.

Personal mail tends to be as its name describes, mail sent by individuals for instance Birthday and Christmas cards.

Transactional mail is that sort of mail which must be delivered, as an example to abide by with statutory requirements, Examples are
1. your bank being required to post you a paper bank statement, or
2. your credit card company having to write to you to inform you of changes on their T&Cs, or
3. the Inland Revenue having to officially tell you by post of your tax code.

Personal and Transactional mail has to be sent; there is no alternative, hence it really is a very much price insensitive. Therefore postal volumes change little when Royal Mail or its competitors raise their charges; it may switch between companiess but it still must be delivered. Anecdotally we hear stories of individuals who reduce or stop sending Christmas cards however this is a minor change as most people will still send letters or cards to celebrate personal and family occasions. The truth is that a major amount of personal mail has migrated to e-mail but that major change occurred a few years ago and volumes of post have readjusted themselves to the reasonable norm.

Royal Mail investigators have determined that over twenty five percent of mail which they handle is within a category that is particularly price sensitive. This group they now term "Advertising Mail".
This classification relates primarily to marketing exercises. That is in the delivery of marketing and informational documents that mainly serve the purpose of brand promotion and lead generation.
What's great is that Royal Mail now acknowledges that this classification of postal mail is exceptionally price sensitive; they already know that marketers will reduce volumes and contracts they place with fullfilment houses as postal costs increase and that they will use alternative marketing media. However physical mail, Direct Mail, is known as being effective and marketers know this and desire to preserve it in their strategies: but only if it is cost effective.

Did you know that the Royal Mail recently introduced this month a distinct price regime for Advertising Mail. They call it "Royal Mail Advertising Mail®".

They do not want to lose that stream of Marketers work. Whilst they have just raised the cost of Transactional and Personal mail by about 15%, they've only raised the price of Advertising Mail by 3%.

So as a marketer how will you take advantage of this new group of postal mail?

How do you stop the larger price increase?

How will you get access to get your campaigns under the new umbrella of Advertising Mail?

Starting point is to engage with your fullfilment house and make sure they sign up with the Royal mail and enroll your campaigns to be Advertising Mail. In the UK FirstMove can help you with this.
It really is still early days and the process for acceptance of advertising campaigns being in the type Advertising Mail is still being, shall we say "being developed".Most applications are being approved by default at the moment. So our top advice is that you ask your fullfilment house to sign up your advertising campaigns with Royal Mail now. mailing service, mailing service