Marketing industry leaders have joined forces with Royal Mail MarketReach, the UK’s third largest media owner, to demonstrate the vital contribution that mail makes to advertising success in the new “MAILMEN” campaign launching today (7th September).

The campaign, created by Publicis Chemistry, is endorsed by influential industry leaders:

“As well as learning how to code, we should all know how to postcode,” Anil Pillai, CEO, DigitasLBi.

“Mail is great. Although I prefer to think of it as dynamically served content,” Ashley Friedlein, Founder, Econsultancy.

“Writing a letter takes time and effort. That’s the point,” Suki Thompson, Founding Partner, Oystercatchers.

“My favourite digital platform is the doormat,” Jess Butcher, Co-Founder, Blippar.

“It’s a great way to get customers from their lounge to the departure lounge,” Peter Duffy, Group Commercial Director, easyJet.

“We have millions of customers and I still sit down with each and every one,” Alasdair Stewart, Marketing and Communications Director, AXA Insurance.

“We find home improvement projects start in the hallway,” Karen Gray, Director of Brand and Marketing Communications, Homebase.

The campaign targets marketing decision-makers at the top 3,000 advertisers as well as media and creative agencies. The new “MAILMEN” campaign combines digital, press, direct mail, mobile, email and Blippar. The campaign promotes Royal Mail MarketReach’s latest in-depth research programme, This Time It’s Personal.

The new “MAILMEN” direct mail will be received by 14,000 client-side marketers and agencies, and reveals insights from the new research demonstrating why mail should be considered as an essential part of any campaign.The direct mail includes augmented reality features, activated by Blippar, which reveal the interactive character ‘Mo’ who helps readers explore the new research. The full report can be downloaded from http://www.mailmen.co.uk/ Opens in new window.

Jonathan Harman, Managing Director, Royal Mail MarketReach, said: “The launch of MAILMEN re-enforced the value of mail to advertisers with the help of some of the industry’s most notable figures. The second tranche of senior industry leaders lending their voices and support to our campaign demonstrates the profound impact mail continues to have in today's marketing world “Brands and consumers now have a huge variety of ways they can choose to communicate.

With so many options for advertisers to consider, it is critical we understand the value of effective mail and how it can engage with consumers. This Time It’s Personal is the culmination of our research this year to examine the potential, and communicate the power, of mail as an integral element of multi-channel campaigns.”

The research brings together further insight into the role of mail in people’s homes, hearts and heads, having looked into:

1. The research shows how mail can create a ‘value exchange’ in which the mail that consumers value drives value for advertisers
2. The emotional impact of mail and how generating emotions leads to action by consumers – both direct response and positive brand benefit for advertisers
3. The research found that valued mail can come from any sector and all types of mail, even transactional and apparently functional mail, can be valued by consumers

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Source: Royal Mail