Franking Machine Slogans & Adverts: 9 Tips For 2026

Every envelope you frank carries a little space next to the postage mark. Most businesses leave it blank or print a return address. Used well, it's free advertising on every item you send.

Here are nine tips for getting the most out of your franking slogan, plus what it costs and the rules you need to follow.

What a franking slogan is

The franking impression is the printed area on the top right of the envelope. It contains the Mailmark barcode, the postage paid and the date. Most machines let you add an extra image to the left of it. That's usually called an advert, a slogan or an electro.

You can use it for:

• Your logo.
• A short marketing message.
• Your website or phone number.
• A seasonal message, such as Christmas opening hours.

The return address is usually a separate setting. Many machines let you print both.

9 tips for a better slogan

1. Keep it short

People glance at an envelope for a second. Five to eight words is plenty. "Fixed price conveyancing. Call 0123 456 789" beats a paragraph.

2. Make the logo simple

Franking prints in one colour, usually red or blue depending on the machine and ink. Fine detail and gradients turn to mush. A bold, simple logo prints best.

3. Use it to drive one action

Pick one thing you want the reader to do. Visit a website, call a number or book online. Don't try to list every service.

4. Change it with the seasons

Most machines can store several adverts. Swap them for different times of year: tax return reminders in January for accountants, back to school messages for uniform suppliers, holiday closures in December.

5. Match it to the mailing

If you post invoices, a reminder about paying online makes sense. If you post marketing letters, use your strongest offer.

6. Watch the ink

More artwork means more ink. A big solid logo can use noticeably more ink per frank than a plain impression. If running costs matter, choose a lighter design. See our franking ink prices guide.

7. Don't crowd the Mailmark barcode

The 2D Mailmark barcode has to be read by Royal Mail's sorting machines. Your supplier will set the advert in a space that doesn't interfere, but avoid designs that bleed into the barcode area. Read more about Mailmark.

8. Check the print quality

Frank a test envelope and check it under normal light. Faint or patchy prints suggest a worn cartridge or a dirty print head.

9. Use the return address

A return address means undeliverable post comes back to you. That's useful for keeping your mailing list clean and for knowing when a customer has moved.

How to get a slogan made

Most suppliers will set up adverts for you. You send your logo or text, they convert it into the right format and load it onto the machine. On newer connected machines, adverts can often be uploaded remotely.

Costs vary by supplier. Some include one or two adverts free in the lease, others charge a design or setup fee for each new advert. Ask before you sign.

What you can and can't print

Royal Mail has rules on what can appear in the franking impression. In general:

• The advert must not look like postage or a stamp.
• It must not interfere with the barcode or the postage paid area.
• It must not be offensive or misleading.

Your supplier will know the current rules and will usually refuse anything that breaks them.

Is a slogan worth it?

It's one of the few marketing costs that's almost free. If you post 50 items a day, that's around 1,100 envelopes a month carrying your message. For local service businesses in particular, a simple logo and phone number keeps your name in front of customers.

Slogan ideas by business type

Business	Slogan idea
Accountants	Self assessment deadline 31 January. Book now.
Solicitors	Free initial consultation. Call today.
Estate agents	Thinking of selling? Free valuation.
Dentists	Book your next check up online.
Charities	Text to donate. Every pound helps.
Trade suppliers	Next day delivery. Order before 4pm.

Measuring whether it works

A slogan is only worth changing if you can tell whether it helps. The easiest way is to give each advert its own phone number, web address or offer code. A short web page such as yoursite.co.uk/post is easy to track in your analytics. Run one advert for a month, swap it, and compare the response. Even a handful of extra calls a month can be worth more than the lease on a small machine.

Keep a note of which advert ran when, so you can match responses to the right message.

FAQs

Can I print my logo in colour?

Most franking machines print in a single colour, usually red or blue. Full colour logos aren't usually possible.

Can I change the slogan myself?

On many newer machines, yes, through the supplier's online tools. On older ones, the supplier loads it for you.

Does a slogan cost extra?

It depends on the supplier. Some include adverts in the lease and some charge a setup fee.

Looking for a new machine?

If you're shopping for a franking machine, ask each supplier what's included for adverts and return addresses. Compare franking machine prices.