The Royal Mail has appointed mobile marketing and technology firm, Incentivated, as its mobile partner, in order to help their business customers improve response rates from direct mail promotions as part of Royal Mail’s new MarketReach initiative.

MarketReach aims to help brands to improve visibility and return on investment using a range of creative and digital response mechanisms. The partnership with Incentivated will enable Royal Mail to add a variety of mobile-optimised calls to action to any piece of direct mail. Royal Mail can also use Incentivated’s solutions to offer its business customers mobile sites and apps.

There are three mobile-friendly response mechanisms available to Royal Mail’s business customers. The first is SMS, including ‘text for appointment/coupon/callback/app/website/nearest store’ etc. 

The second option is QR codes, generated using Incentivated’s Barcode Generation tool, enabling calls to action such as ‘scan for app download/mobile website/contact details’ etc. The third solution is a personalised email address, for customers who can’t access richer media on their phones or who prefer to interact via email. The personalised address that the email is sent to can be used to trigger different responses in the same way as keywords and QR codes.

Royal Mail can set up and provide detailed reports and analytics for customers through Incentivated’s mobile campaign management platform, ‘Iris’. Royal Mail’s clients can use the platform to obtain secure access to their own campaigns. Fulfilment following a mobile response will be handled by Royal Mail.

“We are delighted to be able to offer enhanced response functionality for our clients,” says Antony Miller, Marketing Director for MarketReach. “Direct mail is a proven marketing channel that has consistently shown itself to be successful. It provides the ability for our customers to have access to a mobile call to action, allowing us to keep direct mail at the forefront of 21st century marketing solutions, and for our clients to increase the profitability of mail for their business.”