Conservative Party campaign teams in Taunton and Somerton & Frome have linked up with SR Communications to produce personalised postcards and letters.

The literature was produced on the South East London firm's HP Indigo 3050 and used image personalisation software DirectSmile.

"We've not been approached by central office but by local constituencies," said SR Communications chairman John Burbidge. "It's being used in more marginal seats where there are new candidates. So far we've done runs of around 50,000."

He added that the postcards prominently featured the candidates, and that the digital technology was used to personalise the message to recipients, rather than opt for the mass mailing approach.

The tactic is similar to that employed by Republicans in last year's US presidential elections, with direct mail targeting different issues depending on the location and demographics.

Meanwhile the Labour Party is utilising an online template system created by print management firm HH Associates. Party members can access the site using a secure password to create and order a raft of printed material.

The Labour Party was quick off the election blocks earlier this year, sending out 1.5m pieces of direct mail to key voters in targeted areas.

The Liberal Democrats have appointed Park Communications as its central print provider and PaperCo as its paper procurement "affinity" partner.

All coated material will be printed on PaperCo's 9lives 80 recycled paper. A dedicated website, with links to the Liberal Democrats' site, has been set up by the merchant to enable local offices to re-order stocks online.

Story by Philip Chadwick