These days there are some great technologies that can be added to direct mail to increase its effectiveness. Traditional direct mail marketing is changing. We now need to “tech up” direct mail to meet the needs of recipients. More than 50 percent of people in the US use mobile devices instead of desktops. Mobile has taken over our lives. Most people are within arm’s reach of their cell phones at all times, even when they are sleeping at night. Creating direct mail that caters to them by adding mobile technology increases their engagement with you. Technology will spice up your direct mail, create a wow factor, as well as make it easier to respond.
Here are 4 ways you can “tech up” your next direct mail campaign:
QR Codes: You can create personalized QR codes so that the content is unique to each person or just generic for the entire campaign. This landing page content can be changed and updated as needed, creating an easy way to keep people coming back for new content. Make sure to include scanning instructions as well as a compelling reason why they should scan. QR Codes do not need to be boring! Add some creativity.
PURLs: A personalized URL will provide a personalized landing page and content as you need it. This should be setup with dynamic formatting, in other words the landing page should work for both mobile users and desktop users since the URL can easily be accessed by both devices. You can even use the same landing page as the QR code to save on costs if you are providing both on your direct mail piece as a means of response. This provides the recipient with the choice that works best for them.
Augmented Reality: This can be a very sophisticated technology to integrate with direct mail. Having an image come to life and be manipulated by the recipient is a very powerful wow factor. You do not have to go all out here if your budget does not allow it. You can create a great user experience without breaking the bank. Keep the recipient in mind when designing. What will they want to see, what will they want to get out of it and will they like it? This will take time and testing to make sure that a wide array of phones or tablets display and convey the message correctly.
NFC: Near Field Communication is the next great technology. Most cell phones now have the NFC capability. This allows the user to tap their phone to the mail piece and launch the content you provide them. No scanning or application download is required which makes it better for the recipients. This is another sophisticated technology and just new enough that it can be really exciting to recipients.
According to Epsilon, brands with a compelling offer that link direct mail and digital can expect a 10 to 30% lift in conversion by combining the channels. Deliver magazine published a statistic that customers who received a printed catalog spent more time on the company’s website and purchased 28% more on average than customers who did not receive a catalog regardless of age.
These “tech ups” do not have to be big budget items. Creating the bridge from the offline direct mail to the online content is a great driver of response. You will need to provide information on how recipients can use the technology on the mail piece. Make sure to provide them with strong content to view. If the content is not well designed or planned out, then the whole process will have been a waste of time.
If you have any questions call us in San Diego at 619-448-6111or email firstname.lastname@example.org. We are glad to help!