Royal Mail enters e-marketing arena

The group has worked with digital communications specialist e-relationship marketing ltd (e-rm), to develop the platform for Royal Mail Digital Marketeer and Royal Mail Dete-rmine.

It said that the two products provide advertisers with tools for developing and running email marketing campaigns and real-time response analysis.

Royal Mail Digital Marketeer enables advertisers to build and run a direct marketing campaign online, using their own templates, graphics and data to broadcast the campaign, while Royal Mail Dete-rmine enables them to track and analyse the results and effectiveness of the campaign in real-time.

Royal Mail can provide advertisers with a full service campaign offering or will provide experts to train advertisers in how to use the self-service campaign tools.

It claims the services will enable advertisers to integrate their direct marketing activity intelligently across all media platforms including mail.

"We see email and SMS as complementary to the established strengths of mail media," said Tim Rivett, head of Advertising Solutions at Royal Mail. "And this is borne out by our own research that shows that 42% of current users of mail media are also using email marketing, this figure rising to 50% amongst the top 500 advertisers."

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