The Direct Marketing Association (DMA) has expressed major concerns about plans by Royal Mail toapply a new mark to the mail it delivers.
DMA said the proposal for all ‘machineable’ mail from mid-September to feature the mark ‘Delivered by Royal Mail’ on the envelope raises a number of concerns, since it will be printed inan area that Royal Mail customers use for their logos and messages, creating problems with theexisting creative treatments and design of envelopes.
It said the proposed positioning of the mark also appears to conflict with existing Royal Mailspecifications, such as where to print return addresses.
The association said: “The lack of consultation and advance warning means that Royal Mailcustomers will have less than two months to comply with this change, and many could be left holdingstocks of pre-printed envelopes that won’t comply with the new requirements.
“There has been no consultation about the impact and not enough notice of a change tospecification, which has left the business community understandably shaken.”
Head of postal and environmental affairs at the DMA, Alex Walsh said: “We’re disappointed thatRoyal Mail has chosen not to consult the industry ahead of this announcement to understand theproblems this would cause its business customers. It is already causing a lot of concern within thedirect marketing industry and we are consulting with the regulator, other trade associations andpostal user groups to decide on the next course of action.”
He also expressed concern about the effect on future mailings. “This is different to previouschanges that have been introduced for operational reasons,” he said. “If this is not challenged,then it could set a dangerous precedent where Royal Mail can overprint envelopes with whatever theychoose.”
Royal Mail told CEP-Research said it is making the change as internal research showed that 80%of postmen and women would welcome it, and said the CWU union supports the move.
“Almost half of all letters last year were posted with another mail company. Royal Mail,however, does the majority of the work delivering this mail into the hands of consumers andbusinesses. Royal Mail is to start stamping its mark on the post to make sure the work of itspostmen and women in delivering the mail is clearly recognised.”
It is expected that around 60% of all letters Royal Mail delivers will have the markprinted on the envelope, with the majority of cards and letters that are sorted by Royal Mail’sautomated sorting equipment and delivered by postmen and women having the ‘Delivered by Royal Mail’mark. Items that are sorted by hand will not carry the mark.
Moya Greene, Chief Executive of Royal Mail said: “Our people have oftenasked why we don’t put our mark on the post. It is rightly important tothem that their role in delivering the mail to communities throughout the UK is fully recognised.We have listened to our people and responded.”
Dave Ward, CWU deputy general secretary, said: “As competition increases, stamping the postdelivered by Royal Mail will help the public understand they still deliver the final mile. Postalworkers deserve recognition for the job they do and this exercise will help.”
However, at the time of writing, Royal Mail was unable to respond directly to the concernsexpressed by the DMA when approached by CEP-Research.
