June 29, 2011
There was some confusion about whether third-party inserts were included as Advertising Mail, which goes live as part of Royal Mail’s revised pricing structure next week.
One DM printer told PrintWeek that there had been conflicting advice from Royal Mail on whether or not customer mailings containing third-party inserts would or would not qualify.
“It’s been an absolute farce,” he said. “We’ve been hearing one thing from Royal Mail and then a client comes and says that they’ve been told the opposite. We are the people who should be telling our clients how Advertising Mail will work and to be honest this has left us looking a little incompetent.”
Royal Mail has since confirmed that third-party inserts will qualify for the Advertising Mail service with a spokesperson saying “I have had confirmation from our head of business that customer magazines containing third-party advertising, that are not paid for by the end recipient and that form part of a company’s marketing communications do qualify for Advertising Mail.”
Transactional mail, which makes up more than 60% of the UK mail market, does not qualify for the Advertising Mail because the service only applies to mailings that comprise 100% advertising content and specifically excludes insurance renewals, bills and statements.
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