NEWS10 July 2012

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

Government UK Video

UK — Royal Mail has unveiled MarketReach, an insight-led system for companies and their agencies to plan marketing.

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.