Royal Mail offers free direct mail consultation

Royal Mail has announced that it is offering a reduction in postage costs for advertisers who test a direct mail campaign following a free consultation with its team of experts.

The team of consultants has been set up to help marketers identify the most relevant and responsive customers for marketing campaigns through audience planning and targeting, enabling them to improve return on investment through improved use of data.

Royal Mail is reducing the cost of postage for customers who book a free consultation and test a direct mail campaign as a result.

The initiative is designed to encourage advertisers who do not use direct mail to test it as a standalone activity or as part of an integrated campaign, as well as enabling existing direct mail users to try different campaign tactics and maximise the use of their data.

The announcement follows recent research that showed 49 per cent of marketers believe finding the right people to contact is the hardest part of customer acquisition.

Having the right message (21 per cent), measuring return on investment (18 per cent) and cleaning data (six per cent) were also identified as problem areas, but less important than targeting.

Advertisers that recognise they have issues with reach or targeting, among other common concerns, are being encouraged to tap into Royal Mail's consultancy resource, which can help them get more from existing customers, improve data quality and help them find new customers.

The service includes free access to tools such as TGI, Billet and Ad Dynamix.

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