Direct Mail Strategy: On the Radar
Dynamic mapping gives the individual mail recipient a personal map highlighting the route from his or her street address to a specific location. This "how to find us" technique has been used by churches, universities, retirement communities and even pizza locations. But there are thousands of other applications. And you don't have to mail huge numbers to use it cost effectively.
As I write this, Quebecor World is about to launch Store.driver, a variation on this technique. Designed to drive store traffic, Store.driver in-line formats will have the capability to include a map, paper gift card and fragrance strip. While I'm not sure of the menu of fragrances available, my imagination is running wild with all the possibilities.
Postal Mail Read Online
If you haven't already read about Earth Class Mail (www.earthclassmail.com), you should. This service potentially affects how your direct mail pieces are received, scanned, read and managed by your targeted audience.
Launched in 2006, Earth Class Mail allows you as a subscriber to "view scanned images of your sealed envelopes online, then choose to have your (postal) mail securely scanned into a PDF document, recycled, shredded or forwarded to you or someone else."
I encourage you to take a look. As my husband reminds me, "Information is your friend." Better to know what's going on in the marketplace, new and old, than to assume these developments won't affect you.