Print and direct mail continue to thrive in today’s digital world. As we’ve mentioned once or twice, there is nothing like a really great direct mail campaign to capture the attention and drive results with your target customers such as direct mail. In fact, a recent study found that brand recall was 70 percent higher among participants who were exposed to direct mail ads rather than to digital ones. Makes sense, seeing that last year’s InfoTrends study found that 66% of direct mail is opened (compare that to your email open rates) and 82% of direct mail is read for a minute or more! Paired with additional marketing tactics for an overall multi-touch campaigns, direct mail is an essential piece of the puzzle to help drive results.
As with most things in life, there are moving pieces which change and grow with the times. Today’s direct mail campaigns are anything but stale. Recent technologies have allowed innovations to show up right in these print pieces. Take a look at some of the latest innovations that can be found in direct mail campaigns:
PURL and QR Codes:
As you may have heard us mention before (but we’ll keep repeating it because it’s so important), QR codes or PURLs (personalized URLs) are unique landing pages specific to that particular person. Today’s technology makes it easier than ever to customize a landing page to your specifications, creating a truly unique experience for the consumer. Seeing that InfoTrends found that 84% of direct mail recipients reported that personalization made them more likely to open a direct mail piece, this is a crucial part of the success of your campaign.
Augmented Reality. You’ve heard this before, but didn’t realize it was possible for direct mail, right? Working with an app, you can create a direct mail piece that actually comes to life right in front of their eyes. When your customer hovers their phone over the direct mail piece using this technology, it can display an animated image. We truly are in the future! Using this technology creates a huge impact on your customers- they will have a hard time forgetting that one.
NFC technology uses a small chip embedded in the direct mail piece that can “speak” to a user’s phone or tablet, activating an offer, message or video. This new innovation in direct mail is a unique way to capture their attention and customize the call to action as a way for them to easily take the next step and move towards your ultimate goal. However you use it, this technology will definitely have your audience engaged and interacting with your brand.
Taking it a step further then just audio, who would’ve thought that we could send a tiny little TV in the mail as a marketing campaign? Though costly, video marketing is alive and well and is a unique way to speak to your audience. With a built-in video screen and simple button to press play, people are very likely to watch it right away – think about what you would do if you got one of these in the mail!
As you may notice from the elements above, most of the innovations we discussed incorporate another touch point in which the recipient takes action, most typically on your website. Luckily, today’s digital advertising is more savvy than ever. Utilizing a multi-channel approach, such as geo-targeted digital ads that reach the person right around the same time they receive their direct mail, is a great way to increase the success of your overall marketing campaign. Capitalize on digital innovations to create a dynamic multi-channel marketing campaign.
If you’re looking to discuss ways to incorporate these new innovations in your next direct mail campaign, our team of experts is here to help at any time!