In a bid to promote its own marketing products and services, Royal Mail is launching a direct mail drive which it hopes will engage customers by appealing to all of the five senses. They hope that by moving away from the traditional leaflet and letter format to a media pack including a CD, customers will take a “seed” idea and “grow” it into their own, customised marketing solution.

The Royal Mail is using a relationship break-up as a metaphor for the breakdown of a brand’s relationship with a customer in a new campaign to promote the effectiveness of direct mail in driving loyalty.

            
The direct mail campaign is called “Mail for me” and will be sent to senior execs at advertising and marketing agencies several days apart.

             
The mailing will show a letter being sent from a girlfriend, ending a relationship because of a communication breakdown.
In the first pack, an engagement ring will be enclosed with the explanation that “now you just don’t seem to want to connect with me at all”.