Ireland Direct Mail: Cross-Border Campaign Cuts Postage by 41%

The brand had avoided mailing into the Republic of Ireland due to prohibitive international postage rates. Standard UK-to-ROI letter rates were making the channel unviable.

Fretwell prepared and sorted the 120,000-item mailing specifically for direct presentation into the An Post network, securing domestic Irish postal rates and bypassing international tariffs entirely.

Postage cost reduced by 41% versus standard Royal Mail international rates. The campaign delivered a 5.2% response rate — the brand's best-ever direct mail result — and the channel is now a permanent fixture in their marketing mix.