80 advertisers including a number from 121 Direct Mail have signed up to use the Royal Mail’s Advertising Mail service, a product designed to support direct mail, since its launch three weeks ago.

A further 100 potential advertisers are said to have expressed an interest in the service, which has seen more than 14 million items posted using the service.

Royal Mail introduced Advertising Mail as a means to make direct mail more cost effective and competitive with TV, press, outdoor and digital advertising, with competitive pricing.

Royal Mail’s Head of Media Markets, Antony Miller, said: “Research revealed there has never been a better time to use direct mail. Integrating direct mail with other channels boosts payback, 92 per cent of mail is opened and it has regained its position as consumer’s favourite marketing channel.”

The specific details relating are Advertising mail can be obtained from Linda Cook at 121 Direct Mail, but here is a brief overview:-

Direct Mail is a powerful medium. It's targeted and offers great cut-through in a changing media landscape. Direct Mail levels have risen steadily over the last three years and adding mail into your marketing mix could boost your ROI by up to 20%*. ^{Source Brand Science}

To help your business achieve stronger returns, this May we're launching Royal Mail Advertising Mail®. This is specifically designed to:

• Meet the needs of advertisers
• Complement our suite of marketing products
• Offer lower prices to customers sending advertising messages

If you're already sending dedicated advertising mail there's a good chance you'll qualify for Advertising Mail™. However, to maintain direct marketing best practice there's a data cleanliness requirement so we'll need to be sure that your mailings only contain advertising material. Aside from this you should be able to continue doing what you're doing, but at a lower price.