Direct mail/marketing specialist Bakergoodchild has launched a new service which offers item-level real-time mail pack tracking that can be used to trigger automated personalised multi-channel communications.

The new service provides the company’s DM customers with full visibility into the data, print, production and delivery processes, with each individual mail piece uniquely identifiable through production and also trackable at the mail pack level once scanned into the mail network, giving real-time tracking.

This can then be used to trigger automated messages via email or SMS, which might be reminders to open it after it has been delivered, calls to action, or ‘teasers’ to advise the when recipient to expect it. Bakergoodchild customers can also see when mail will be delivered via RightTrack software and can also access regulation-compliant reports to provide audit trails of individual communications, particularly useful for debt recovery or other communications that require mandatory notice.

Paul Brough, managing director of Bakergoodchild, said, ‘We are very excited that we are now able to offer this service to our customers. Designed and developed in-house, RightTrack appends Royal Mail’s item-level MailMark data, providing the data and time the item was machine processed by Royal Mail, to the Bakergoodchild audit trail. Providing item-level tracking information as opposed to batch level reporting is such an improvement.

‘The fact that we can pull data into user-friendly dashboards which can be used to trigger further communications has unlocked a new level of opportunities for us to enhance the user experience for our customers. We are now able to offer a fully integrated multi-channel, data-led service to our customers at the heart of our approach.’