Royal Mail teams up with Eyetracker to boost UK direct mail

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ompanies using B2B direct mail to drive their lead generation may be able to benefit from a new service being offered by Royal Mail in partnership with a top marketing research agency.

Operating out of the postal carrier's Mail Media Centre in London, Eyetracker will recruit members of the public to view direct mail material on a screen that can exactly trace their eye movements.

When the results are analysed, marketers using the paid service will be able to identify any weaknesses in their mailout design, helping to improve future campaigns and ensure maximum impact.

Eyetracker's managing director Iain Janes said: "Eye-tracking has become widely accepted as a valuable research tool, however, running one-off bespoke studies can be relatively expensive."

He added that, by working closely with Royal Mail, his firm had been able to develop a service where the fixed costs are spread across several clients.

A recent report by loyalty marketing firm GI Insight suggested that the best way to get customers visiting a website is to include the URL in a direct mail marketing piece.