Royal Mail launches DM website to showcase cross-media integration

The Royal Mail has launched a new online resource aimed at helping marketers get the most out of their direct mail campaigns and how it can integrate with other electronic media.

The Mail Media Centre, which is being positioned at the UK’s top 3,000 advertisers and 500 key agencies, has been welcomed by figures in the direct mail industry calling it "a mature approach".

The free-to-use site features advice on how to get the best return on investment from their campaigns as well as case studies and research from bodies such as Nielsen.

Alex Walsh, head of postal affairs at the Direct Marketing Association (DMA), said: "For anyone thinking of using direct mail, it's an exceptional resource that places an emphasis on direct mail's integration with other media and how it fits in."

He added: "It's a mature approach and one that is needed. It provides advice on how to use direct mail more effectively, which can only be good for the industry."

Royal Mail plans to develop the new site to feature expert commentary and monthly trackers.

Richard Higginbotham, head of marketing at direct marketing company CDMS, said: "I'm a big fan of the resource and it helps demonstrate how direct mail can clearly work well with other electronic media."

Antony Miller, head of media development at Royal Mail, said: "In these difficult times, it becomes even more crucial for those in the direct marketing industry to have the very latest in skills, knowledge and insight at their fingertips.

"The wealth of information provided through mmc.co.uk will provide an invaluable resource to facilitate agency pitches and client business cases in this time of tightened budgets."

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