Technology Integration with Direct Mail
What technologies can we consider in 2015?
Direct mail is still and has always been one of the best ways for brands to engage with prospects and customers, with nearly half (48%) of adults admitting to taking an action from receipt of direct mail during 2013.
However this figure can be improved on with the use of integrated technology, such as USB web keys, Augmented Reality, QR Codes / PURLs, Near Field Communication and Google AdWords. Here we will explain how you can integrate different technologies with your direct mail campaigns to generate a higher return on investment (ROI).
Direct Mail & Google AdWords Remarketing
If you are already using PURLs (personalised URLs) within your direct mail campaigns to provide your target audience with unique web content and track their behaviour, but are having little success in the way of conversions, it could be because you are missing one key step. That key step is integrating your direct mail alongside Google AdWords.
Using the Google AdWords web based remarketing tool, users can create follow-up advertisements for your products or services, which are targeted at users once they have left your website. The idea is that they remind them to re-visit your website, they can then complete your desired call to action.
You will only have to pay Google when a prospect actually clicks on one of your re-marketing ads, making it very good value for money.
For more information, please see: Direct Mail integrated with Google AdWords and Remarketing
Direct Mail & QR Codes
Integrating QR codes with your direct mail is a great way to create a seamless connection between the physical and digital worlds. Using their smartphones, people will simply be able to scan the QR code on your direct mail correspondence and it automatically takes them to your website or a personalised landing page.
If you want to keep your audience engaged and increase the likelihood of them buying your product or service, QR codes will prove to be very effective. Not only that but you will also be able to use them to track their behaviour.
For more information, please see: Direct Mail combined with QR and PURL Codes
Direct Mail & Augmented Reality
Augmented Reality (AR) is designed to bring the images on your direct mail leaflets and brochures to life. All readers have to do is hover their smartphone over your product image and providing they have an AR app installed, they will be able to view 3d views of your products.
Integrating augmented reality with direct mail is a great way to boost prospective customers’ confidence in your products and generate sales.
For more information, please see: Augmented Reality (AR) Technology integrated with Direct Mail
Direct Mail & NFC
Along with AR, another hot new trend in the world of marketing is Near Field Communication or NFC for short. This technology is similar to that of QR codes in that it seamlessly connects your target audience to your business website or landing page.
However unlike with QR codes, readers do not need to scan anything on your direct mail shot. Instead your direct mail will contain a chip so all people need to do is place their device near it and it will automatically take them to your website. Pretty clever right?
For more information, please see: Near Field Communication (NFC) Integration with Direct Mail
USB web keys have long been used by brands to market their products and services to customers. More and more businesses have recently taken to integrating USB web keys into their direct mail campaigns.
Providing new prospects with pre-loaded USB web keys featuring personalised information is an innovative method of engagement. The initiative needs an enticement to complete the call to action. Marketers can also use USB web keys to track responses at an individual level, allowing them to judge the effectiveness of their direct mail campaigns.
For more information, please see: USB Web Keys integrated with Direct Mail
Get a step ahead…
If you are looking for a way to improve your direct mail campaigns and offer more valuable content to your target audience, we recommend you consider integrating these technologies before your competitors do!
If you have any questions about the integration of technology with direct mail please call Baker Goodchild on 0800 612 1972.