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This highly personalised direct mail piece challenged the preconceptions that small business customers had about Royal Mail parcel services. 20 interchangeable product spreads were created, supported by a suite of original photography. Each prospect received a selection of services they weren’t currently using that reflected their potential business needs e.g. Tracking and easy returns were sent to etailers. The mailer was topped and tailed by a series of equally personalised e-shots, driving an online response from a dedicated web page.