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The initiative is designed to encourage clients with a prospective customer title to consider using mail as a distribution method.

New clients are being encouraged to test mailed-out customer magazines as a marketing tool, supported by reports that almost two-thirds of all customer magazines are currently posted to recipients.

Research by Millward Brown, called The Advantage Survey, shows that 79% of consumers prefer to receive their customer magazine via the post and 58% of consumers are more likely to read magazines and respond to offers if they are personally addressed.

Companies are being urged to make use of the promotion to ensure that messages are reaching the right audience, which is more difficult to assess for other mediums such as television and radio, according to Tom Wasilewski, head of publishing at the Royal Mail.

Julia Hutchison, director of the APA, said: "The Advantage Study has been very well received by the industry and already we are seeing an uplift in interest in the medium as a result of the findings, which categorically demonstrate the effectiveness of customer magazines."

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