Marketers continue to use direct mail in 2014, because it still leads in ROI. However, traditional direct mail marketing is changing. We can “tech up” direct mail to meet the needs of recipients and to increase that ROI even more! By adding technology, you can spice up the direct mail, create a wow factor and make it even easier to respond
Marketers continue to use direct mail in 2014, because it still leads in ROI. However, traditional direct mail marketing is changing. We can “tech up” direct mail to meet the needs of recipients and to increase that ROI even more! By adding technology, you can spice up the direct mail, create a wow factor and make it even easier to respond.
Here are four ways to “tech up” your next direct mail campaign:
- QR Code: At this point most everyone has seen a QR Code in a magazine or other ad (little box with squares in it). You can create personalized QR Codes so that the content is unique to each person or just generic for that 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 your content is mobile-ready since the recipients will be using a mobile device to scan the QR Codes.
- PURL: A personalized URL will provide a personalized landing page and content as you need it to. 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 used on both devices. You can even use the same page as the QR Code to save on costs if you are providing both on your direct mail as a means of response. This provides the recipient with the choice of which method they prefer.
- Augmented Reality: This can be a very sophisticated technology. 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, get out of it and like? This will take time and testing to make sure that a wide array of phones display correctly, and that you are conveying the correct message.
- NFC: Near field communication is the next great technology. Most cell phones that are now coming out have the NFC capability (iPhone still does not). This allows the user to tap their phone to the mail piece and launch the content you provide them. No scanning or application download required, which makes it better for the recipients. This is another sophisticated technolog,y and just new enough that it can be really exciting to recipients.
These “tech ups” do not have to be big budget items. Plan out your strategy and talk with your direct marketing company. They can help guide you through the process as well as steer you toward ways to keep costs down. Creating the bridge from the offline direct mail to the online content is a great driver of response. Keep in mind you still need the basic elements of direct mail. A good list, a good design and a strong call to action are a must. If any of these are lacking, your response will show it. You will also need information on how recipients can use the technology and then provide them with strong content to view. If the content is not well designed or planned out then the whole process will be a waste of time.