Royal Mail: Proving the performance of mail in the digital age

Kantar TNS, a market research and market information group, launched a pilot study with Royal Mail, a postal service and courier company, to provide metrics for advertising mail.

Synopsis

Royal Mail and Kantar TNS partnered on this project with one commercial goal in mind: to help direct mail flourish in today's digital media world. As new communication channels emerged, mail was increasingly ignored by advertisers and media planners. With a -10.4% drop in its use in 2016 versus 2015 and a 7.5% fall forecast for 2017*, it needed to avoid sliding into decline, to catch up with other channels and grow annual spend beyond the then current £1.7 billion.

The most effective way to prove its impact in driving commercial actions in the modern media environment was to...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands