The car manufacturer used client data on such areas as driving habits and car history to generate maintenance advice.

The personalised mailers, printed by St Ives Direct, are sent to 12,000 customers each week as reminders for maintenance checks, such as MOTs and services.

They have also been used to re-engage customers not in regular contact with the car maker.

Audi UK fleet and after sales marketing manager Nathan Dennis said: "This direct mail campaign clearly demonstrates the value of printed media when used in conjunction with high-quality creative marketing, focused on ROI.

"Key to this success is the use of accurate data, and a customer-led print supplier like St Ives Direct," he added.

Audi has reported "very high" response rates of 17.9%, with 42.1% for service and MOT combined events.

St Ives Direct digital services manager James Todd said: "The success of this campaign is largely attributable to the quality of Audi's database and the ability to effectively process the Audi information.

"Through clever data handling, creative marketing and high-quality print, the direct mail pieces are not only visually attractive, but also very valuable to the recipient."
 
Audi has produced more than 1.4m personalised items since the launch of the campaign in 2007.