Royal Mail launches MarketReach

  • Royal Mail is launching a major new initiative, MarketReach, to provide companies and their agencies with a full suite of mail campaign solutions to grow their businesses
  • As part of our strategy, we are developing our marketing mail and parcels propositions to contribute to the future success of a financially stable, diversified Royal Mail Group. Together marketing mail and parcels now account for 60 per cent of Royal Mail Group revenues (excluding Post Office Ltd)
  • Targeted addressed and unaddressed marketing mail already accounts for around £1.1 billion of Royal Mail’s revenues. By working across the value chain, Royal Mail aims to increase its share of the £16 billion advertising market
  • Mail is a proven way for businesses to reach out to customers in a way that other forms of advertising cannot. Return on investment for mail campaigns has increased in recent years to more than £3 for every £1* spent and matches that achieved by digital (Source: OMD Brand Science 2010)
  • MarketReach will provide advertisers and agencies with the expertise and skills needed to add a real element to marketing campaigns which are becoming increasingly digital-led
  • MarketReach provides the range of expertise, from planning to creative and design solutions through to print, delivery and response evaluation
  • Solutions available also include a full multi-media component which enables advertisers to integrate a television screen, video and sound into a mail pack

Royal Mail today launched MarketReach, a new initiative to provide companies and their agencies with a full suite of mail solutions to grow their businesses. MarketReach will provide the expertise and skills needed to add a real element to marketing campaigns which are becoming increasingly digital-led.

As part of our strategy, we are developing our marketing mail and parcels propositions to contribute to the future success of a financially stable, diversified Royal Mail Group. Together marketing mail and parcels now account for 60 per cent of Royal Mail Group revenues (excluding Post Office Ltd).

Marketing mail currently represents 11 per cent of total advertising spend in the UK of £16 billion (source: WARC/AA Expenditure Report 2012).We believe there is real growth potential in the market for addressed and unaddressed marketing mail. By working across the value chain, Royal Mail aims to increase its share of this market.

In a world with a marketing landscape increasingly led by digital communications, mail is a proven way for businesses to reach customers in a way that other forms of advertising cannot. Return on investment of mail campaigns has increased in recent years to more than £3 for every £1 spent on average and matches that achieved by digital (OMD Brand Science 2010).

MarketReach solutions combine in-house experience and external expertise

Using a mix of in-house experience and external expertise under one roof we aim to add value for our customers at each point in the value chain. We will provide planning, data, creative and design solutions through to print, delivery and response evaluation. MarketReach’s specialised sales team is currently talking to more than 50 companies about providing marketing mail solutions for their businesses.

The engine of MarketReach is planning. Using our unique planning tool Diode alongside the latest intelligence, data and insight, MarketReach builds effective solutions to enhance campaigns. Included in the MarketReach offer is creative component which enables advertisers to integrate a television screen, video and sound into a mail pack. This isavailable in partnership with VideoPak, owned by Amstore.

Frank Schinella, Managing Director of Royal Mail’s Media Business, said. “Royal Mail has launched MarketReach to provide advertisers and agencies with the expertise and skills needed to add a real element to campaigns which are increasingly digital.

“We know that in a competitive environment, getting your message across to customers in a planned, targeted and impactful way is integral to business success. Mail is a great way to complement and integrate digital advertising, adding a real element to a campaign.

“We want to help advertisers and agencies by providing the skills and expertise to make it even easier to add mail to their marketing activities. By working across the value chain, Royal Mail aims to increase its share of the £16 billion advertising market.”