Technology Makes Direct Mail Irresistible

With great ROI, marketers continue to use direct mail. However, direct mail marketing that works today is vastly different than five years ago. Take a look at the pieces you are getting in the mail, they are more targeted, personalized and engaging than ever before. Technology has allowed us to increase ROI even more.

With great ROI, marketers continue to use direct mail. However, direct mail marketing that works today is vastly different than five years ago. Take a look at the pieces you are getting in the mail, they are more targeted, personalized and engaging than ever before. Technology has allowed us to increase ROI even more. By adding technology, you can draw attention to your mail piece and create a wow factor.

Here are four ways to use technology in your next direct mail campaign:

1. Sound Chips: You can add sound to your mail pieces! Record any message you want, then when your prospect or customer opens it the sound starts to play. Most people have seen this mechanism with a birthday card. Check out an example below.These are not super expensive and can increase your response rates.

2. Video: You can add video screens to your mailers. When your customer or prospect opens the mailer the screen is right there and it can either launch automatically or when they push a button. Want to see how they work? Check this out. Keep in mind that these are on the more expensive side.

3. Augmented Reality: You can have an image come to life and be manipulated by your prospects and customers with the use of your mail piece and a mobile device with an app. This is a very powerful way to engage them. Many marketers think that this is very hard to do and expensive, but it does not have to be. You can create a great user experience without breaking your budget. Check out this example. How can you create an awesome experience?

4. Data: You have so many options now to enhance your data or just take advantage of the data you already have. Segmenting like people together allows you in send more powerful messaging to the right people. You can profile your current customers to find prospects who are most like them. Then you take your data and create variable data mailers with targeted images, as well as copy and even design if you want to. The power of your data is only limited by you.

Technology doesn’t have to be a big budget item. You first need to plan out what you would like to do, then figure out the costs. Now you are ready to create your marketing campaign plan.You need to think strategically, starting with your goals. Creating direct mail using technology is a great driver of response when used correctly. Your best bet is to consult with your mail service provider; they will be able to help you with postal regulations and other aspects to save you money.

Keep in mind you still need to consider the basic requirements of good direct mail. A good list, an eye-catching design and a strong call to action are a must to drive response. If any of these are lacking, you will not get the response you wanted. Make sure to provide instructions on the mail piece as to how your prospects and customers can use the technology. Don’t forget to provide them with great content to view. If the content is not well designed or planned out then the whole process will be a waste of time. Are you ready to get started?

Author: Summer Gould

A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: summer.gould@eyecomm.org, on LinkedIn, or on Twitter @sumgould.

One thought on “Technology Makes Direct Mail Irresistible”

  1. Nice write up Summer, and I agree tech has “bridged the gap” between old and new for direct mail.

    I’ve been helping my clients with strategy for video books for several years now in Australia, and whilst expensive to produce, they’re amazing for cut-through, and most importantly getting a response.

    All things considered, of course, like your list and obviously the creative itself is the driver here, but there are some clever things one can do to make it part of a broader strategy.

    I often use video books as the intro to a webinar, with the receiver having to sign up for the rest. Or simply to send to a specific landing page with which you can retarget them.

    Best part though, is that many of the newer models allow you to easily replace the video contained at any time! Which means it’s a perfect piece to give sales agents that can be updated as needed.

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