Royal Mail and Brand Sense create sensory DM

Royal Mail is continuing to fight back against increased competition by launching an innovative concept that brings all five senses to direct mail in order to build brand.

In a partnership with Brand Sense, the sense branding specialists, Royal Mail is developing a solution which will enable brand managers to engage customers by leveraging two or more of the senses through direct mail.

Brand Sense research reveals that people make decisions based on the sensory signals they receive, therefore the more a mailing can connect and appeal to consumers the more likely they are to feel positive about the brand and act on any calls to action.

Over the coming months Royal Mail and Brand Sense will be working together to train over 300 Royal Mail sales staff to talk to customers about the benefits of creating an emotional connection with consumers by engaging the senses through direct mail.

The development of Sensory Mail is part of Royal Mail's continued commitment to maintaining and growing the direct marketing industry.

It follows Royal Mail's launch of Personalised Integrated Media; a mail solution that fuses traditional post with digital media, in March and more recently its "Integrated Approach" research, which demonstrates the benefits of integrating digital advertising with direct mail campaigns.

Antony Miller, Head of Media Development, Royal Mail, said: "Brand development continues to be a significant activity for major advertisers as they seek new and innovative ways to communicate with their customers.

"As Brand Sense research shows they increasingly need to provide a connection at a deeper emotional level, we are therefore working in a unique partnership with Brand Sense to develop a sensory approach to direct mail to demonstrate direct mail's role beyond direct response, focusing on its ability to enhance brand communication".

Simon Harrop, Chief Executive Officer, Brand Sense agency, said: "Direct mail is a fantastic way to personally target consumers with supreme accuracy and efficiency; with 'sensational mail' consumers will not only be able to feel, but also smell and taste, the difference.

"Even better, consumers will be engaged in a totally unique way, through their emotions, which is proven to have a much bigger impact on purchasing decisions than marketing focused on engaging the rational senses".

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