The new software has given the mail production house the ability to offer personalised URLs, targeted email campaigns as well as SMS messaging and data analytics.

Using the Insite software, the Leicester company says it can help offer customers successful and cost-effective campaigns by ensuring clients have "focused and classified" databases with some experiencing a four-fold increase in response rates.

Robin Welch, group managing director of GI Solutions Group, said the Insite Campaign Manager provides better 'connective tissue' between GI Direct and the group's database marketing division, GI Insight.

He added the software "allows us to help our customers reach specific customer groups more quickly and in a more environmentally friendly way than ever before."

"We can now offer our customers full cross-media campaign support - including Purls to entice prospects to their websites, as well as targeted email blasts, SMS messaging and mail drops - and help them promote their brand and products in a new and exciting way."