Royal Mail launches customised direct mail

LONDON - Royal Mail is offering a new direct mail service that allows companies to send customised CDs to individual consumers.

The Personalised Integrated Media service, which uses Sony DADC technology, uses a unique code so every CD can be tailor-made for the recipient.

If customer puts the CD into their computer, they can deal direct with the business to buy goods or services.

The inscription means advertisers can observe customer engagement with the CD and calculate the campaign's effectiveness.

Alex Batchelor, Royal Mail's marketing director, said the advertising marketplace was increasingly competitive.

"It is important that Royal Mail innovates the ways in which businesses can use the post to communicate to their customers," he said.

Audi tested the medium in December 2006 for the launch of its Q7 model, sending a personalised CD to 33,400 consumers, including a tour of the vehicle, the TV advertisement and a co-driver's view of an off-road test.

 

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Watch the first YouTube clip, nine years on

Watch the first YouTube clip, nine years on

This week marks the ninth anniversary of the first clip uploaded on YouTube, a 19-second video of YouTube co-founder Jawed Karim at the San Diego Zoo.

Share
Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo has partnered with film distributor Twentieth Century Fox to create a global content hub on its Yahoo Movies platform for new release 'X-Men: Days of Future Past'.

Share
My Media Week: Stuart Taylor

My Media Week: Stuart Taylor

This week, Stuart Taylor, chief executive, Kinetic UK, is inspired by the new tech coming to market and how wearables and smart cities will impact on OOH.

Share

Get news by email