The Royal Mail offer a discount for advertising mail but they are very stringent on what they consider to be compliant to qualify for the discount. In essence to qualify the recipient must not expect to receive it.
Choose a delivery speed and enter your mailing quantity. Which delivery speed would you like? Businesses like yours rely on marketing expertise and data services from Royal Mail to help you grow. Data insights give you a deeper understanding of your customers, while marketing services help you make the most of those insights with content your audience will respond to — making your marketing budget work harder, delivering more sales. Royal mail advertising mail oba adv mail hi sort 1c aux adv mail hi sort 2c av1 adv mail hi sort economy av4 adv mail lo sort 1c ocr aur adv mail lo sort 2c ocr avn adv mail lo sort economy ocr avu adv mail unsorted 1c ocr clf adv mail unsorted 2c ocr clh. 2 Advertising space Advertising is only allowed on the left hand side of cards, and the top left corner of envelopes, but must not infringe the 74 x 40mm area around the PPI. 3 Please print the word ‘Antwort’ (reply) above the address. 4 Cards up to C6 only, must include a line at least 1.2mm thick in this position. You do not need this line.
The specific critera are that the mail piece is:
- Contain 100% advertising items *
- Must be letter, large letter or parcel format
- More than 4,000 items
- Largely uniform message
Advertising mail and the DMA Code 8 Key legislation 8 Industry codes 8 Regulatory organisation 9 FCA rules for financial services mail 9 Penalties 9 Subject access requests 9 Royal Mail standards 9 Campaign creation Strategy 11 Role of advertising mail 11 Admail goal-setting 12 Targeting and personalisation 13 Integration 14.
There are many other technical aspects which Stannp.com take care of in terms of data processing, sortation and submitting samples but you don’t need to worry about this we all make it happen seamlessly in the background.
You just need to ensure that your creative is compliant. Here are 28 examples of campaigns which will hopefully shed light on whether your campaign is compliant or not.
|1||A credit card company, store or retailer sending an offer of a new credit card.||YES||Promoting the sale or use of products or services.|
|2||A charity / society sending a reminder mailing to renew the subscription.||YES||Encourage donation to a cause.|
|3||A mail order company sending its new or seasonal catalogue to an existing or prospective customer base.||YES||Promoting the sale or use of products or services.|
|4||Customer satisfaction questionnaire which specifically captures information relating to a customer’s experience of the product, service or cause with the aim of using such information to be more targeted when sending further information on such products or services.||YES||Promoting the use of a product / service.|
|5||A travel company/tourist board sending its new or seasonal brochure unsolicited to an existing customer base or prospective customer base.||YES||Promoting the sale or use of products or services.|
|6||An unsolicited mailing of a discount code or discount vouchers, tickets or invitations with a uniform message to customers / prospects to encourage purchase or re- purchase.||YES||Promoting the sale or use of products or services. No obligation to send.|
|7||An organisation sends a letter to its customers/prospects to notify dates of future events promoting its products or services or cause.||YES||Promoting product/services/cause.|
|8||A company sends a sample of its products/services with or without a voucher, (unsolicited)||YES||Promoting the sale of products.|
|9||Loyalty scheme providing the opportunity to take advantage of offers or redeem coupons, either in store or on line. (this mailing may include details of an individual’s number of loyalty points available for conversion).||YES||Promoting the sale or use of products or services.|
|10||A customer publication i.e. a magazine or newsletter forming part of a company’s / charity’s customer communication programme to encourage purchase or support of a cause that is not paid for by the recipient or via subscription.||YES||Promoting a cause or the sale or use of products or services. There is no obligation on the company or charity to send the publication.|
|11||Insurance company sending letter to existing or prospective customers with quotes for products and services provided that the letter is not detailing a value of a previous/current policy||YES||Promoting the sale of products/services|
|12||A company/bank sending a statement which includes a leaflet advertising insurance||NO||Primary purpose is the statement (the ad/promotion is secondary and would not happen without the fulfilment)|
|13||Utility bill with advertising on back for other services||NO||Primary purpose is the bill (the ad/promotion is secondary and would not happen without the fulfilment)|
|14||A company sending personalised documents containing a level of detail that is unique to the individual, with or without advertising material e.g. insurance policy||NO||Message is not uniform as it is unique to the individual (promotional material is secondary)|
|15||Mailing customers with a uniform message informing them of a price increase||NO||Purpose is the information on prices (this is not an ad/promotion)|
|16||A company sending a shareholder annual report||NO||Purpose is providing information not promotion|
|17||Membership or subscription magazines / publications, with or without advertising||NO||The recipient has requested it or is expecting it(the promotional material is secondary and would not happen without the fulfilment)|
|18||A company/charity informing their customers/members of a change to their bank details or their VAT rate||NO||Purpose is providing information|
|19||Fulfilment of requested tickets / invitations (e.g. purchased by the customer for an event/holiday etc)||NO||Purpose is fulfilment / transaction, not promotion|
|20||A school/college/society newsletter or bulletin (publications), including alumni||NO||Purpose is providing information not promotion|
|21||A wine mail order company sending wine ordered by a customer containing leaflets advertising other services from different companies||NO||Purpose is fulfilment (ad/promotion secondary and would not happen without the fulfilment)|
|22||Mailings of a ‘public duty’ nature with or without advertising. Examples include swine flu, tax or car tax reminder, VAT change reminders, Council refuse collection days, etc.||NO||Purpose is the execution of a public service duty not promotion|
|23||Marketing Lifestyle / Consumer Survey / Product / Service questionnaire which is specifically seeking to gather information on a range of products/services/habits for trend analysis/data collection purposes and is not looking to further promote products/services. E.g. electoral/census.||NO||Purpose is to seek information / data for data collection not promotion|
|24||An AGM mailing informing shareholders of the AGM meeting||NO||It is a legal requirement under the Companies act for shareholders to be notified of the AGM.|
|25||A company sending out a loyalty/membership card to a subscribed customer||NO||The loyalty/membership card has been sent as fulfilment to conclude the service that the subscriber has already responded to and purchased|
|26||Local utility company explaining forthcoming changes to utility ownership. e.g. water company detailing changes to ownership and responsibility of sewage/water pipes||NO||Purpose is to provide clarity of boundary ownership and responsibility.|
|27||Political party mailings which have the aim of influencing the recipient’s political view point or the way in which they may vote in an election.||NO||There is no elasticity for this type of political mailing and the purpose is to influence a political view point|
Prize draw letters informing customers that they have won a prize
|NO||Purpose is information. It is not selling a product or service nor does the message promote a cause|
02 Dec Royal Mail Advertising Mail (Admail) – Important Update
Many of our customers use Royal Mail’s Advertising Mail for a discount on their postage. In a nutshell, Advertising Mail is Royal Mail’s way of encouraging companies to use the post as a way of promoting their services. For lots more information, see the Advertising Mail pages on the Royal Mail website.
However, things have changed a little. They’ve changed inasmuch as Royal Mail is now becoming more stringent in the way it applies its Advertising Mail discounts. If you’ve been working to the letter of the law previously, then all’s probably well with your world. However if you’ve been taking short cuts and got the feeling you’ve been getting away with things for a while, then you might be in for a rude awakening.
What’s Going on with Admail?
Royal Mail is clamping down on people claiming the discount who, in their eyes, shouldn’t be. Since Nov 5th, they’ve been much more stringent about what does, and what does not qualify for Advertising Mail discount. So here’s some help about what you need to look out for and how to help yourself comply with Admail guidelines:
- To qualify for Advertising Mail, EACH VERSION of a mailing must comprise a minimum of 4,000 items per version/poster. Royal Mail won’t allow consolidation of different versions to reach that figure – if there is more than one version of an item, each version must include more than 4,000 items. For example, if there are four versions of a mailing with 2000 items in each, it will not qualify for Admail discount.
- Generally, magazines/publications won’t qualify for Admail discount, so it’s essential to check with Royal Mail before mailing. There are very specific situations that magazines/publications will qualify – essentially, that’s only where their primary purpose is promoting and item or product for sale.
OK, I Think I Comply. What Else?
Royal Mail Advertising Mailing
Your Webmart consultant or account manager will help assess your mailings and advise you on the best course of action. However, if you want more actionable insight right here, right now, then look no further. We have embedded best practise into our software so we catch any problems early (get in touch if you want to benefit from our expertise, free of charge as always). But for those of you who don’t have this luxury or just want to go it alone, we’ve created a very useful checklist that’ll help you adhere to Admail’s stringent requirements. Note, even if you adhere to our checklist, you must ensure the content of the mailing complies – again, check out the Royal Mail Admail website. Our checklist is also useful for checking Sustainable Mail compliance too.
Click above to download our checklists (after filling out a tiny form)
I Need More Help
It can be tricky to work out if you’re eligible for Admail discount as much of the wording can be technical and/or opaque. So, for your delight and delectation, we’ve also created a Guidance list. In it we’ve detailed real-world examples of mailings that will pass as Advertising Mail – and some that won’t – which will hopefully make things much clearer. Click the above graphic and fill out our small form and we’ll send you a copy of that too.
Royal Mail Advertising Mail Rate Card 2021
After that, if you’re still unsure whether you’re compliant (and you’re a Webmart customer) send us through your artwork and we can get compliance verified beforehand. If you’re not a Webmart customer, get in touch and we’ll see if we can help you out too.