Customers force Royal Mail rethink on letter branding

Royal Mail has been forced to rethink its plans to splash “delivered by the Royal Mail” across all advertising mail passing through its network – after a backlash from the advertising industry.

The move designed to draw more attention to the role of the Royal Mail in the advertising channel appears to have backfired, with the UK’s Direct Marketing Association making a formal complaint to regulators Postcomm.

The marketing industry said Royal Mail’s plans, which had been due to come into effect in September, was effectively giving over key areas of their mailpieces to provide free advertising for Royal Mail.

It would have seen all items sorted by machine branded with the mark – around 60% of letters.

The DMA accused Royal Mail of failing to consult with its customers about the proposal.

Yesterday, however, after the petition from DMA members was sent to Postcomm, Royal Mail emailed its business customers to state that it was now “taking additional time” to consider the proposal.

Alex Walsh, head of postal and environmental affairs at the DMA, welcomed the delay to the scheme.

“It gives us more breathing space to continue the fight to establish the principle that Royal Mail shouldn’t add anything to their customers’ mail that isn’t strictly required for operational reasons,” said Walsh.

“We have no problem with the concept providing it’s only done with the full agreement of their customers. We’re pleased that our actions have had a positive effect and that Royal Mail has responded to industry concerns.”