Royal Mail has launched a new customer relationship management service which allows brands to have more comprehensive interactions with prospective and existing customers.

Dialogue Mail, which has been developed with direct marketing specialist Vialuna, combines traditional direct mail with digital media and sends prospective customers direct mail to “pique their interest” and direct them online.

The service uses technology which creates personalised URLs, allowing campaigns to be individually tailored to each customer. Interactive microsites also allow customers to share preferences and request specific products or information.

All the interaction with customers is monitored, allowing brands to learn more about individual customers’ behaviour and develop future communications to make them more relevant.

Antony Miller, Royal Mail’s head of media development, told Brand Republic: “Dialogue Mail showcases the power of direct mail as a way to engage with customers to drive response and also build new customer insight that can be used to shape future communications and improve relationships.”
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