7 Ways to Integrate Technology into Direct Mail
Comparing Digital Marketing to Mail
We all receive more emails than mail every day. Most marketers focus on digital advertising and overlook direct/targeted mail. How often do you click on links or banner ads? There are more chances for digital to lead to fraud. We ignore much of the digital advertising. There are many ways to integrate technology into your mail to help you get better results. Mail is tangible and credible and there is less competition to fill the mailbox because it is not typically cheap and is an investment. Many studies have found that millennials like mail. According to Millennium Marketing Solutions (June 7, 2018 by Michelle Fazenbaker), on average, there is a 28% increase in conversion rate when direct mail and digital ads are used together. According to Advanced Marketing Strategies (Jan 3, 2018 by Michele Marlo), direct mail requires 21% less cognitive effort to process than digital media.
7 Ways to Integrate
1. Website/Social Media-This is the simplest way to add a digital presence to mail. At the very least, you should include your website and social media on your mail pieces.
2. QR Codes-They are not cutting-edge like they used to be, but they are economical. If you are not aware of them, it is where you can scan a barcode design to bring something up on your device. It used to be more complicated, but now technology is simplifying it.
3. Programmatic Mail-This is one of the most cutting-edge ways to integrate tech. While a little big brother-ish, it transforms online activity into direct mail. If a customer goes to a website or link, it can generate mail to be sent to the location where the IP address is.
4. Augmented Reality-This is probably the costliest option. You can have an image on a piece of mail come to life on a device. It allows companies to engage with customers.
5. VDP-Variable data printing allows you to customize mailings for each customer.
6. PURL-Personalized URLs are links that take you to a specific page that is just for you, such as a survey or to get a coupon.
7. Near Field Communication (NFC)-Allows marketers to add information to print materials, which can be shared digitally. Typically, a tag or chip emits a radio frequency when a user taps their device on the chip or places it near the chip. It causes the media to play on the device. One good thing about this is the content can be updated.
Benefits of Mail Campaigns
It is important to diversify and use multiple platforms to share your message. Mail allows you to measure your return on investment (ROI) by using discount codes or coupons, which tells you where the customer heard of your company or offer. Mail also can include data to help you track many aspects. A 5% response rate is common and is very good. You can choose your audience and customize the message. Many capabilities depend on which partners you use, such as printers or mail service providers. These partners get discounts on postage and typically pass the savings on to you.
Resources: Articles by Target Marketing, Millennium Marketing Solutions, United Mail, BizReport, HispanicAd.com, and Advanced Marketing Strategies.
This content is accurate and true to the best of the author’s knowledge and is not meant to substitute for formal and individualized advice from a qualified professional.
© 2020 Mark Richardson