Direct Mail: The Future of Mail Is Here
Consider this and take the time to design your mail with a mobile coupon, a click-to-call promotion or even augmented reality, and you could reap the benefits of engaging prospects and customers while also adding sizzle to your mail. By using these new approaches to customer engagement, you can have conversations on many levels through a single direct mail piece. Not really sure how it all works? Here is an idea of how to take advantage:
The Singing Telegram Isn't Dead
The original technology for communicating essential information across distances was the telegram. In its first instantiation, it involved the use of Morse Code over wires, often relayed from station to station until it arrived in the hands of the target recipient.
Enterprising marketers adopted the idea of the telegram to create singing telegrams, delivered in person to send congratulations and felicitations. It was truly one-to-one marketing, but a bit harder to use for mass campaigns. However, what if you could, today, send a singing telegram to every one of your customers through the mail?
In fact, some of you may have already done this! Using the emerging technologies promotion, the USPS is offering a deal when you use near field communication, RFID chips, authentication or, my personal favorite, augmented reality.
That is where the singing telegram comes in: With the right programming and the right planning, you could send a "Singing Direct Mail" to your customers and prospects. And, if you work with the right partner, you could even personalize it.
Digital printing allows you to make sure the information in your materials is relevant to the exact recipient who will be opening the mailbox. By tailoring the information based on data you already have on consumers—or even the location of the market—with variable data printing, you can increase the response rate. Personalized pieces paired with new and different direct mail technologies will break through the clutter in the mailbox to make the most of your investments.
Pat McGrew, M-EDP, CMP is the Director and Evangelist for the Production Workflow Service at InfoTrends. As an analyst and industry educator, McGrew works with InfoTrends customers and its clients to promote workflow effectiveness. She also has a background in data-driven customer communication, and production printing with offset, inkjet, and toner. Co-author of eight industry books, editor of "A Guide to the Electronic Document Body of Knowledge," and regular writer in the industry trade press, McGrew won the 2014 #GirlsWhoPrint Girlie Award for her dedication to education and communication in the industry, and the 2016 Brian Platte Lifetime Achievement Award from Xplor International. Find Pat on Twitter as @PatMcGrew and LinkedIn.