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DIRECT MARKETING NEWS: Royal Mail launches MarketReach DM initiative

Royal Mail has announced a new initiative to make running an integrated or stand alone DM campaign as simple as possible.

MarketReach is designed to help businesses add a ‘real’ element to digitally-led campaigns. Under the initiative, Royal Mail will provide planning, data, creative solutions, print and delivery. Responding to the pressure to combine DM with digital solutions, it has partnered with VideoPak to enable screens, with video and sound, to be included in DM.

The MarketReach announcement comes just over a week after the postal service revealed it is in the black with profits of £211 million compared to last year’s £39 million.

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 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.”