# Royal Mail to add sensory impact to direct mail

- Link: https://fundraising.co.uk/2007/11/09/royal-mail-add-sensory-impact-direct-mail/
- Published: 2007-11-09T11:43:09+00:00
- Author: Howard Lake

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.

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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.

 

www.royalmail.com

 

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