Direct Mail That Drives Customers Online
Direct mail still works, although it’s much more likely to direct recipients online these days, rather than to a bricks-and-mortar store, or the phone. US firm ExactTarget found that even young people, whom they had expected to show no interest in direct mail, admitted to having bought something after receiving direct mail about it. There are some other interesting findings about direct mail too.
Research by US marketing analysis company Brand Science shows that businesses should:
- Blend direct mail and other channels for up to a 20% improved response rate.
- Integrate direct mail campaigns with online and outdoor marketing channels for the best results.
Here are three ways you can integrate digital marketing and direct mail into your marketing activities:
Personalised URLs (PURLS)
It’s now possible to personalise material right down to the URL, thanks to variable data printing (VDP). VDP allows you to change text, graphics and images for each piece of individually addressed direct mail, without stopping the printer. This means it is easier to target direct mail now than ever before.
Clickable Paper™
This is still being trialled, but is something to watch. Clickable Paper has been developed by Ricoh Innovations as a way for consumers to point their iPhone or Android device at hard copy (anything from newspapers to direct mail and brochures or posters) and link straight to the related online content.
QR Codes
A QR code on direct mail material can open to a landing page with the relevant information or offer. QR codes have the added advantage of being quite new, which further encourages people to aim their smart phones at the squiggly picture!
USB Web Keys
A web key is a standard USB flash drive, without memory storage. It is an easy and inexpensive way to take a consumer to (for example) a web site, video or marketing presentation. A web key can easily be attached to and detached from a piece of direct mail or brochure. The user just has to put it into a convenient USB port.
Our conclusion? Direct mail is about to take on a new lease of life!
