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Data quality news

Postal service to launch direct mail campaign

Aug 4 2008, 17:10 PM

Royal Mail is putting its faith in its own product by launching a direct mail drive to promote its marketing products and services in the hope of exhibiting the merits of direct mail to potential new clients.

In a step away from traditional leaflet and letter direct marketing, the postal provider aims to distribute a media pack, consisting of a CD developed with Sony DADC.

The CD will draw attention to Royal Mail's marketing alternatives, including the option of the branded CD and its sensory mail, which aims to engage all five of the senses in its message.

Royal Mail head of media development Antony Miller said the idea is to offer something that makes potential clients' lives easier.

"As the media owner, Royal Mail is the expert in getting the most out of direct mail campaigns, and we have developed a comprehensive range of solutions to make the lives of those in the media industry much easier, some of which are free."

The pack will allow users to take a "seed" idea from Royal Mail and grow it into their own, customised marketing solution.

The Royal Mail's history can be traced back to the time of King Henry VIII when, in 1516, the King established a "Master of Posts".

• See how Contact Data Management (CDM) can benefit your marketing.