Whereas in the past your average piece of direct mail would consist of a catchy headline, punchy text, great images and a call to action, many of today’s direct mail campaigns are somewhat digitalised.
For years, people having been pitting online and print against each other when in actual fact, the best results can be achieved by fusing the two together. Incorporating technology into direct mail campaigns can greatly help businesses to connect with customers and drive them to make that all-important call to action.
Below we’ve outlined some of the key technologies dominating current approaches to direct mail marketing .
Today many direct mail marketers use Google Adwords and remarketing to remind customers to complete the call to action outlined in the direct mail received. Usually the direct mail will contain a PURL (personalised URL), which takes users to a specially designed landing page. If the user leaves the landing page before completing the call to action, the ad remarketing will kick in, extending the campaign and encouraging them to convert.
QR codes are 2D barcodes, which are used in direct mail to take readers online and give them more information. All the recipient needs to do is scan it with their phone and they’ll be taken to the specified website, landing page or app. The more convenient it is for readers to get more information, the more likely they are to do it.
Augmented reality is a technology that is starting to be used in direct mail campaigns. Basically it brings the images on a piece of direct mail to life, using a device like a smartphone or tablet. As long as users have an augmented reality app installed on their device, they will be able to see 3D views of the products featured in your direct mail. Making it easy for users to view and interact with your products is a great way to boost their buyer confidence and generate sales.
These aren’t the only technologies dominating current approaches to direct mail. Near field communication and USB web keys are also used by brands to drive customers to their website and track their behaviour.
Whilst technology may appear to be dominating direct mail, this isn’t something to worry about, rather something to embrace. As a pairing, technology and direct mail provide a wide range of benefits to businesses that the two entities simply couldn’t achieve alone.
For advice about embracing the power of technology in your direct mail campaigns contact Baker Goodchild, the direct mail experts.
Image Credit: Nick J 365