Royal Mail is a well known and respected brand, but many of our customers remain unaware of how many ways we can help their business. Our magazine launches were intended to:

• Retain profitable customers (i.e. reduce decline and churn to competitors)
• Provide knowledge and awareness of Royal Mail’s products and services
• Directly increase spend through uptake of Royal Mail hero products such as Special Delivery™, direct mail and data services
• Encourage a positive attitude towards Royal Mail, its products and services
• Increase positive word of mouth

The relaunch of Sort It! and the launch of Contact in March 2004 saw some fundamental changes to our editorial approach:

• The magazines introduced industry sector tailoring to increase relevance
• The editorial focus shifted to credible brand areas
• The bold use of case studies was designed to show our business breadth
• The magazines were redesigned and reformatted in line with the new brand positioning
• Royal Mail improved integration with sales and other marketing communications

• 84% of readers believe that Royal Mail’s magazines help them to understand Royal Mail products and services
• 76% of readers believe the magazines help them understand how to get the best out of Royal Mail
• Those who read half or more of the magazines have a more positive image of Royal Mail
• 37% of readers agree that reading their Royal Mail magazine encourages them to use mail more (33% purchase after reading a magazine is the industry average)

Royal Mail’s Response magazine won ‘Most Effective B2B Magazine’ at APA Awards 2003.

For more case studies, why not visit Royal Mail’s Info Bank? Call 020 74212250