DIRECT: Royal Mail DM to focus on business customers

by MARK KLEINMAN, Marketing 09-Jan-03

Royal Mail is overhauling its direct marketing strategy to focus on the needs of business customers under new chief executive Adam Crozier.

The firm, undergoing a major restructure led by chairman Allan Leighton, is stepping up its promotion of business-targeted products and services under its 'Real Network' brand umbrella.

Royal Mail this week unveils a campaign for its Sameday express service, launched last summer. The campaign, created by agency KLM, is initially targeting 5000 small businesses around the UK. Prospects identified through an outbound telemarketing campaign are to receive follow-up information packs emphasising the Sameday telephone contact details. An instant-win promotion is backing this up.

Royal Mail is running a separate DM campaign for Special Delivery. The insert and direct mail-led activity invites firms to test the service and enter a draw for the chance to win a trip to the Seychelles.

The campaigns underline the importance of business customers to an organisation losing more than £1m a day.

Crozier, former chief executive of the Football Association, joins Royal Mail this month on a pay package that could be worth up to £1m.