ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

7 Ways to Integrate Technology into Direct Mail

Updated on May 16, 2020
Mark O Richardson profile image

Mark works in the marketing industry and enjoys giving companies ideas to help them get better results on their marketing.

Source

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.

References

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

Thoughts or Questions?

Submit a Comment

No comments yet.

working

This website uses cookies

As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://maven.io/company/pages/privacy

Show Details
Necessary
HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
LoginThis is necessary to sign in to the HubPages Service.
Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
AkismetThis is used to detect comment spam. (Privacy Policy)
HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
Features
Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
MavenThis supports the Maven widget and search functionality. (Privacy Policy)
Marketing
Google AdSenseThis is an ad network. (Privacy Policy)
Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
Index ExchangeThis is an ad network. (Privacy Policy)
SovrnThis is an ad network. (Privacy Policy)
Facebook AdsThis is an ad network. (Privacy Policy)
Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
AppNexusThis is an ad network. (Privacy Policy)
OpenxThis is an ad network. (Privacy Policy)
Rubicon ProjectThis is an ad network. (Privacy Policy)
TripleLiftThis is an ad network. (Privacy Policy)
Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
Statistics
Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)
ClickscoThis is a data management platform studying reader behavior (Privacy Policy)