Royal Mail and the Institute of Direct and Digital Marketing (IDM) announce the launch of The IDM Award in Direct Mail – the first-ever professional qualification in the UK focused solely on direct mail.
The course has been created in response to demand from brands for greater specialism in direct mail, both in their own marketing departments and in the agencies they employ.
The IDM has worked with Royal Mail, the UK’s third largest media owner, to create this professional qualification. The online course, which includes expert video content from industry experts including Royal Mail, equips marketing professionals and students with the skills required to produce and promote direct mail.
The course is made up of ten modules which encompass all the professional skills required for creating and executing direct mail. It will include the unique role of direct mail in the multichannel marketplace, how to plan a direct mail campaign from creative to production, as well as databases, lists and the law.
The IDM, as the only government approved institute for the professional development of direct and digital marketers, has recognised the current gap in UK’s marketing industry for skills specific to direct mail.
Jane Cave at The Institute of Direct and Digital Marketing, comments: “Clients tell us that there is a dearth of skill around direct mail in UK marketing industry. With university courses increasingly putting their primary focus on digital and emerging channels, it is no surprise that marketers are joining the industry with little or no exposure to mail as a marketing tool. Direct mail is uniquely placed to enhance digital multichannel campaigns and is returning as a vital communication channel, our course aims to ensure that the industry has the skills to exploit the opportunity.”
Jonathan Harman, Managing Director of Royal Mail MarketReach, said: “Within the digital-enabled media ecosystem, direct mail remains a unique communication channel for fusing together the personal and physical. To ensure that mail continues to deliver on its promises for consumers and advertisers, we are committed to providing mail users with support to help them get the best results possible from mail. We do that through our on-going research and insight programme and by directly up-skilling practitioners as we are doing through this course.”