Royal Mail is to become the first postal company in the world to offer interactive digital watermarking on direct mail.
The solution, launched by Royal Mail’s Door to Door unit in partnership with Digital Space, provides a digital watermark that can be embedded into pictures on leaflets and mailings. The watermark enables marketers to integrate their print and online material without the need for barcodes or QR codes, and has no impact on the design or layout of direct mail.
By holding the 3G phone over the digitally watermarked image – which is indicated by a symbol – users are then given instant access to the digital content available. An app will be available shortly for both iPhones and smartphones running the Android operating system.
Dave Smith, Royal Mail’s Chief Customer Officer, said:
“Royal Mail is committed to helping make leaflets and mailings increasingly sophisticated and engaging for the people who receive them. This landmark partnership means that Royal Mail is the first postal company in the world to offer digital watermarking technology to its customers.”