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DIRECT MARKETING NEWS: TNT Post's adMail takes on Royal Mail DM promotions

TNT Post has launched a new service, adMail, to help increase the ROI of direct mail.

The reduced cost service is part of TNT's strategy to capture rival Royal Mail's market share of direct mail. Royal Mail has launched a host of insight tools and discounted initiatives over the last six months to try and halt the decline of direct mail as a marketing channel.

AdMail aims to promote "best practice in data management" by committing its users to diligent data processes through suppression of customer and prospect data against consumer and business data files, such as the Mail Preference Service.

TNT Post's dataMatters service - a range of data products designed to help organisations improve the accuracy of data used for direct mailings, in order to achieve optimum marketing efficiency, return on investment and audience impact - will also be available to customers.

Nick Wells, chief executive of TNT Post UK, comments: "adMail offers the direct mail sector a new, cost-effective and efficient service that meets the needs of marketers in the current economic climate. By introducing a reduced cost service for promotional direct mailings, we aim to provide real value to customer."