GI Solutions, one of UK’s biggest digital printing companies, has invested in tech startup Paperplanes with the aim of making automated and personalised direct mail a possibility. The startup also has the backing of the Royal Mail.

The way Paperplanes works, explained founder Daniel Dunn, is via online analytics which sits behind the client’s ecommerce infrastructure. “When we work with a client, we’re working with them to tag the sites to form the build of our communications strategy.”

These tags, which are bits of coding, can be geared around campaigns to tackle abandoned baskets, improving conversion rates, reducing churn, guiding new customer journeys and retaining loyal customers.

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