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Royal Mail to add sensory impact to direct mail

Royal Mail to add sensory impact to direct mail

The Royal Mail is partnering with sense branding specialists BRAND Sense to enhance direct mail by adding elements that appeal to all five senses – smell, taste, touch, sight and sound. Its new service, ‘Sensory Mail’, will help brand managers “engage customers by leveraging two or more of the senses through direct mail.”

BRAND Sense is training over 300 Royal Mail sales staff to help sell the benefits of adding impact to mailings by using additional sensory elements.

Simon Harrop, Chief Executive Officer at BRAND Sense, said that the new service will engage customers “through their emotions”. He added: “Direct mail is a fantastic way to personally target consumers with surpreme accuracy and efficiency. With ‘sensational mail’ consumers will not only be able to feel, but also smell and taste, the difference.”

Given the emotional content of so much fundraising direct mail, it is likely that charities will be among the first to test out the new service.

Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp and co-founder of Research massive growth in giving.

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