Royal Mail Gets Personal in DM Effort

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Royal Mail began a $2.2 million direct mail campaign to encourage some of the United Kingdom's top companies to "get personal" with customers by using direct mail.

The campaign, which started March 1, targets senior business decision makers in key vertical sectors identified by Royal Mail as not exploiting the full potential of direct mail, such as educational institutions.

The campaign focuses on the theme "successful brands get personal" and is in the style of "lonely hearts" ads. Royal Mail said this concept aims to reinforce the message that mail can build relationships between a business and its customers.

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