The Royal Mail Covid-19 Open for Business Incentive is designed to help businesses and charities impacted by COVID-19 social movement restrictions by boosting their trading and marketing activities.

The mailing incentive was initially aimed at charities who have had to cancel all their summer 2020 fundraising events such as the London Marathon. They will be encouraged to use direct mail to keep their revenue stream alive to support their invaluable work both at home and aboard. Royal Mail is keen to support its customers through this challenging time.

Our view

We were very pleased when Royal Mail first announced their support for organisations struggling with the devastating impact of COVID-19. As always though, these things are complex. It has taken a considerable amount of investigation, discussion, and support for Royal Mail MarketReach to identify which clients’ mailings quality for the COVID-19 incentive. The qualifying mailings fall into the following areas:

Retail

  • A combination of e-commerce and stores.

Charities

  • Replacing fundraising events with direct mail
  • Acquisition of donors, supporters, and members whether new or lapsed.

We are pleased to reassure clients that Royal Mail has not overlooked e-commerce businesses. This sector is encouraged by Royal Mail to submit Testing and Innovation Scheme Incentive (TIS) applications for the additional support needed through this difficult trading period.

Both the COVID-19 and TIS incentives are attracting discounts in the region of 15%. Customers receive a credit which is redeemable against their next mailing. We have been working hard with the Royal Mail MarketReach Media Experts and have, to date, submitted the paperwork for six mailings which will represent a total saving in the region of £45,000 for these clients.

The pricing structures are complex as it depends on numerous factors which is why independent advice is key.

Under the COVID-19 incentive:

  • Retailers and charities can send Advertising Mail, Responsible Mail, and Partially Addressed Mail.
  • They will receive postage credits to be used on future mailings and these will be awarded at the end of the incentive period.
  • It applies to mailings of between 20,000 and 1,000,000 items.
  • For Advertising Mail, items must be sent using Royal Mail Mailmark and these include:
    • 70 Admail Mailmark letters and large letters
    • 70 Greenpost Mailmark letters and large letters
    • 70 partially addressed letters and large letters.
  • Access 1400 letters only if the items are unwrapped or poly-wrapped.
  • All items should be presented in a tray, for 1400 unwrapped or poly-wrapped items they can also be presented in a bag or in bundles.
  • The incentive runs from 20th May 2020 until 31st December 2020.
  • Applications must be submitted before 11th December 2020 to be considered for participation in the incentive.
  • Online-only retailers and retailers with historical online sales over 70% of total sales are not eligible.
  • Retailers and membership organisations that do not meet the criteria can still make postal savings by looking at other incentives such as Royal Mail Testing and Innovation Scheme for Business Mail incentive.

Certain conditions must be met though and full terms and conditions can be found on the Royal Mail website here.

See our website for more information, or contact Julie Ray ([email protected]) or Jo Lucas ([email protected]) 01384 215790

Advanced Direct Mail is a mailing house, providing comprehensive direct mail solutions for many of the UK’s largest membership organisations. In addition, they are able to offer truly independent advice, utilising their relationships with the UK mailing providers, and understanding of all prices, options and discounts on offer.

Julie Ray
Julie RayClient Services Director, Advanced Direct Mail