The postal service has announced a partnership with BRAND Sense to promote Sensory Mail - direct mail that engages all five senses. For example, a mailing pack might be scented.
Antony Miller, head of media development at Royal Mail, said adding a sensory experience to direct mail boosted engagement. "Consumers are saying we want more from mail - either engage us or don't come through the letter box," Miller said.
Royal Mail, which was recently beset by a series of strikes, has revealed that its 2006/2007 overall profits fell 44 per cent to £194m and its letters business will not make a profit in the current financial year.
The launch follows the introduction of Personalised Integrated Media, a mail solution that fuses traditional post with digital media in the form of mail packs with data CDs, in March, and the "Integrated Approach" research that shows the benefits of integrating digital advertising with direct mail.
Over the next few months, Royal Mail and BRAND Sense will be training more than 300 Royal Mail service staff to talk to customers about the benefits of creating an emotional connection with consumers through a sensory experience.
.jpg)
.jpg)