Royal Mail unveils insight-led planning tool for direct mail campaigns

The service will cover planning, data, creative and design through to print, delivery and response evaluation for subscribing customers. Using Diode, a bespoke planning tool, MarketReach will offer customers intelligence, data and insight.

The aim is to help customers build “effective solutions to enhance campaigns”. Also included in MarketReach is a creative component which enables advertisers to integrate a television screen, video and sound into a mail pack. This is provided in partnership with VideoPak, owned by Amstore.

Frank Schinella, managing director of Royal Mail’s Media Business, said: “Royal Mail has launched MarketReach to provide advertisers and agencies with the expertise and skills needed to add a real element to campaigns which are increasingly digital. We know that in a competitive environment, getting your message across to customers in a planned, targeted and impactful way is integral to business success.”

MarketReach’s market research elements will be headed by Matt Bright, currently a media insight manager at the firm. The company says it is currently talking to 50 companies about providing marketing mail.The service is due to launch on 31 July.