The mail operator is using an initiative whereby it offers a complementary consultancy service and lower postage costs for customers that try out a direct mail campaign using Royal Mail.

According to the company, the service has been designed to encourage advertising businesses to test the mailing medium for the first time, as well as offering existing direct mail users a different approach to campaigns.

Included in the service is initally free access to a 30-strong consultancy team that provides assistance with demographic targeting and maximising return on investment.

Antony Miller, head of media development at Royal Mail, said marketing businesses were placing an increased emphasis on targeted mailings in order to increase response rates.

He said: "Effective targeting equals lower campaign costs but, as the research shows, many marketers have great difficulty in finding the right people.

"We want advertisers that do not use direct mail to test it and discover its effectiveness and for existing users to try new campaign tactics."