The Royal Mail is getting behind direct marketing by stepping up their efforts to promote the value of marketing mail to businesses.

The Royal Mail say their research shows that businesses using marketing mail in combination with other marketing efforts have shown a significant increase in the effectiveness of communications. From this research, the group are preparing to make more businesses aware of the potential value of sending marketing mail.

Behind this initiative is Royal Mail’s media planning and creative service, MarketReach, whose aim is to remind people of the value that physical direct marketing can offer and increase their share of the UK advertising market. Launched in 2012, MarketReach now have three senior executives appointed by Royal Mail to lead the service and make MarketReach an increasingly important part of the overall business strategy.

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