Direct Mail: The Future of Mail Is Here
If this sounds hard or like science fiction, consider that it's been done for half a decade for high value campaigns. The technology is available, but no one is teaching how to do it in school, at conferences or in the market. Technologies like Aurasma, Junaio, Layar and others provide the infrastructure technology that links specific images (no QR Codes, snap codes, barcodes, just the image) to online content that may be as simple as a link to a Web page or as complex as a link into a 3D interactive world.
You can do what the Partnership of John Lewis in the U.K. did and link your direct mail and display advertising to your current TV commercial online, and then open a portal to your e-commerce page so customers can buy what they saw in the commercial.
Or, you might do what Macy's did with wedding invitations that come to life when using the right augmented reality browser, activating a link to the RSVP page and the Macy's shopping portal to buy the perfect gift.
The opportunities are endless and the technology is well vetted. This is a great time to be linking print and pixel campaigns and taking advantage of the upcoming discounts that USPS is offering.
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.