Royal Mail launches combined DM and digital media CRM service

by Jacquie Bowser, Brand Republic 19-May-08, 14:00

LONDON - Royal Mail has launched a customer relationship management service, which combines traditional direct mail with digital media, in partnership with direct marketing specialist Vialuna.

Dialogue Mail, which has been developed with Vialuna, allows brands to have more in-depth conversations with prospects or existing customers.

The service sends prospective customers direct mail to "pique their interest" and then direct them online.

Vialuna's technology creates personalised URLs, meaning a campaign can be individually tailored to each customer.

The interactive microsites can be designed to allow customers to share their preferences and request specific products or information.

All interaction is monitored allowing the brand to learn more about the individual's behaviour and shape future communications to make them more relevant.

Antony Miller, Royal Mail's head of media development, said: "Customer Relationship Management has long been a fundamental marketing discipline but few campaigns centre around this, instead concentrating on brand building or direct response.

"Dialogue Mail showcases the power of direct mail as a way to engage with customers to drive response and also build new customer insight that can be used to shape future communications and improve relationships."

Vialuna has been operating in the US for eight years and is currently expanding across Europe.

Martin Pang, managing director of Vialuna UK, said: "We are very excited to be working with Royal Mail as their experience and expertise in the UK direct marketing industry is unparalleled."