Royal Mail Add A Dimension direct mail case study

How do you challenge the perception among marketers that online is a more flexible and cost-effective marketing medium than mail?

Proximity London had to show not only how direct mail and digital complement each other - and can boost ROI by up to 62% - but how combined they also create a third, powerful dimension that allows marketers to connect with consumers. 

The integrated mail and online campaign majored on a 3D theme, with 3,000 marketers receiving a mail pack containing a pair of 3D glasses with a link to a personalised url. On this web site – http://directory.add-a-dimension.co.uk – they could view a spectacular film with 3D sound and vision highlighting how using mail with digital can boost the brand experience. Marketers who signed up for more details were sent personalised sales packs which included a summary of what they had found interesting on the site.

By grabbing marketers’ attention via both traditional and new media, Royal Mail turned the mail versus digital debate on its head. And early results are already proving the effectiveness of this combined approach, with a 14% response rate in the first week alone.