New Direct Mail Discounts for Innovators?
In the category of "connected mail" (see the image at right) mail recipients can connect to a digital experience using Internet-enabled devices:
- QR Codes are usually pixelated squares that can take users to a landing page via a QR Code reader.
- Augmented Reality also involves an app, which users direct at entire pages of text and images, much the same way Target Marketing readers used Layar in this year's issues.
- Near-field Communication users have a device, such as a mobile phone, tap or communicate with a marketer's device, usually in-store.
- Webkeys look a lot like flash drives, but when plugged into USBs, they launch Web pages.
For the purposes of the USPS OIG report, "electronic mail" means the direct mail has an embedded electronic component. This isn't email, which direct mail often incorporates, as well:
- Video in Print has a screen on paper that can play up to five videos and includes play, pause, fast-forward, rewind and stop buttons.
- Mobile in Print is either a "call now" button or a text button in print, which connects directly to the marketer.
- "Conductive Ink can link a battery pack, processing chip and any device that requires electricity." Marketers have used to create a bluetooth connection to a mobile device, light up a bulb, create noise from a speaker and more.
Dimensional mail is included in the report:
- "Interesting Inks" can make consumers interact with the mail pieces because their actions "make certain colors disappear or reappear, depending on temperature, moisture or light exposure."
- Customized MarketMail uses different shapes, sizes and textures to send the marketer's message, often without an envelope.
- 3D Mail allows recipients to fold, pull or pop the message into place—often similar to pop-up book methods.
So "Have you received ad mail with digital technology included?"