Direct mail 'real winner' in deal

Direct mail printers could win big from the Royal Mail's recent deal with the Communication Workers Union over pay, an industry expert has told Print Week.

John Hornby, chief executive of The Lettershop Group, said the removal of a weekly limit on unsolicited mail deliveries, in addition to an extra delivery on Saturday, was "a positive move for the (direct mail) industry" and for Royal Mail.

"There has previously been a lack of capacity but this change will give customers another route to market with their campaigns," he told the magazine.

Robert Keitch, chief of membership and brand at the Direct Marketing Association, added: "Clients are looking for competitive pricing and a quality service. With a more competitive marketplace, customers will benefit from that so it's good news."

The agreement, part of £2 billion overhaul of the Royal Mail's services, will also see the organisation's capacity to handle direct mail significantly increased, which in turn could have a knock-on effect on printers employed to meet the increased demand.

Approximately nine billion pieces of unaddressed mail are sent per year.

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