The Strategic Mailing Partnership, the industry body that represents mailing houses across the UK, has welcomed the announcement of the 2022 Royal Mail initiatives to support the growth and retention of the letters industry.
Royal Mail is renewing its current incentives for a further 12 months whilst updated fixed percentage discounts are available once again on different types of mail to amplify the offering.
Two new incentives will also be launched in April next year. The New User Incentive will target high-potential brands which have not previously utilised direct mail before, whilst a new incentive for Programmatic Mail will outline clear objectives and controls for that type of activity.
The popular Mailmark Economy incentive was launched in July and offers up to 30% off for businesses looking to send incremental Advertising Mail, Responsible Mail and Partially Addressed Mail volume. Since the launch, Royal Mail Wholesale has already agreed to support 25m incremental items. From 4th January 2022, the incentive rate for the Partially Address Mail Service is increasing from 9.3% to 14.5%, offering even more value.
2021’s intake of incentives was significant. There were 235 applications approved and £4.5m accrued in credits to be offset against postage costs. A number of discounts are continuing to be offered for advertising mail, business mail and publishing mail.
As a professional body which directly looks after the interests of the printing and mailing house industry, SMP sees these incentives as a huge boost for the sector and will help keep its members up to speed on any developments and make the process of capitalising on these savings as easy as possible.
SMP Chair Judith Donovan CBE said: “These schemes support more cost-effective mail and make it easier to use an efficient method of communication in what are still challenging times. The lasting impact of the Covid-19 pandemic is still affecting trading across numerous sectors and these incentives will go some way to offsetting fundamental costs for businesses across the board.
“It is great news that these incentives are being extended into 2022, as well as the introduction of some new ones, as this will continue to boost our members’ activity and see the sector continue to recover. Considering the latest JICMAIL data, it is still as timely as ever to utilise the power of mail.”
The most recent JICMAIL data found that, during Q3 of 2021, customers are engaging more with their mail, with advertising mail such as door drops, direct mail and business mail driving 9% of people to advertiser websites, as slight increase from 8.7% year on year.
However, the most striking findings reference the impact direct mail has on driving people to use their smartphone or tablets, with an 11% increase in this activity year on year in Q3 alone and a huge 41% increase over the course of the last two years.
More details on the incentives available can be found on the Royal Mail website.
For more information about the SMP, visit: www.thestrategicmailingpartnership.co.uk.