Direct Mail and New Technologies
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The document discusses how direct mail can be enhanced through new technologies like augmented reality, video, QR codes, variable printing, and emerging technologies like near-field communication to increase engagement and return on investment. It provides examples of how each technology can be practically applied to direct mail campaigns and emphasizes testing and learning over time as technologies continue to evolve. The key takeaways are that these technologies work best when paired with existing direct mail and complement multichannel approaches.
Direct Mail and New Technologies
- 1. + Magic! Mail Direct Mail: Coming to Life & Increasing ROI with New Technologies!
- 2. 2 Some housekeeping Everyone is muted Audio test For best results use a headphone connected to your computer Copy of presentation will be sent to all attendees
- 3. 3 Q&A Any questions? Please type your question in the questions panel. Twitter hashtag: #DMworks or
- 4. 4 Presenter Matt Haskell Social Media Marketing Manager, SourceLink
- 5. 5 About SourceLink SourceLink is an industry-leading marketing services provider focused on direct marketing utilizing customer intelligence, database marketing, and modeling & analytics. SourceLink operates out of six facilities with cutting edge print and inserting machinery to service all print and statement needs, in addition to database and Customer Intelligence offerings. Find SourceLink on Twitter (@SourceLink), LinkedIn and Facebook.
- 6. + Magic! Mail Direct Mail: Coming to Life & Increasing ROI with New Technologies!
- 7. 7 With all the technology options, why choose direct mail? People Open Mail! • Direct mail boasts a 4.4% response rate, compared to email's average response rate of 0.12%* • That is roughly 30x higher *Direct Marketing Association 2012 report Why Direct Mail?
- 8. 8 Direct Mail is competing with other technologies • Email • Social Media • Video • Mobile • Television However…
- 9. 9 Or is it?
- 10. 10 Direct mail works best paired with other technologies Multichannel Approach Video Augmented Reality Variable-data printing / QR Direct Mail- Jack of All Trades Other emerging technologies
- 12. 12 Augmented Reality In a nutshell: a type of virtual reality that aims to duplicate the world's environment in a computer Using a webcam, a computer can display an image based on the printed piece
- 16. 16 Augmented Reality Practical uses with Direct Mail • USPS- which box fits your shipment? • Product features from direct piece • Automotive marketing • Image matching (catalog usage) • Enhanced features from print (video, etc)
- 17. 17 Google Glass Google Glass is a wearable computer with head-mounted display • Geolocation plays a huge part • Direct mail feasibly could evolve alongside Glass • Product info/website directly from mailings • Enhanced features from print
- 19. 19 Video Integrated with Print Elements of print alongside elements of video make for a stronger overall message With modern technology, you can literally embed video on your mailpiece!
- 20. 20 Video Integrated with Print
- 21. 21 Video Integrated with Print
- 22. 22 Video Integrated with Print
- 23. 23 Video and print Practical uses with Direct Mail • Causes audience to interact with piece • Piece becomes keepsake • Pushes to other channels- stickier • Video on landing page, personalized with PURL technology
- 25. 25 QR Codes / Variable Print Recognize this code? • 37% of consumers 18- 34 report scanning a QR code on a mail piece in the last year • Consumers were much LESS likely to scan QR codes on TV screens, emails and websites
- 26. 26 Not all QR codes are created equal
- 27. 27 QR Codes in direct mail
- 28. 28 QR Codes and Location Marketing
- 29. 29 “Sunny Days” sale QR codes
- 30. 30 QR Codes / Variable Print Personalized web address with content specific to recipient using PURL technology Variable data QR code printing to allow easy trackability and real-time conversion statistics
- 31. 31 Variable Print Bec o me a memBer o f Sa f To d ay! Call us at 1-800-800-8000 or visit www.websitehere.com Katie Sample 123 Any St. Apt 1010 Dayton, OH 10110-0045 Kat ie, I ’m Sissy, and I need a home... Join SAF and help assist the welfare of animals like Toby. Dear Katie: As a lover of kittens, and a past supporter of local Animal Shelters you should know that in 2012, we nosanihic torumquam sandiatur, atem quiae perum andam, cum adiaecae. Namet aut ipitaturepe imagnam usdaectatur a dolum are the answers: Here is a list of the local animal shelters within 30 miles of your address. Denotes closest shelter. A. Dayton Animal Shelter - 1456 County Road, City, State, Zip B. Sara’s Shelter - 1456 County Road, City, State, Zip C. Animal Awareness - 1456 County Road, City, State, Zip D. Heaven City Shelter - 1456 County Road, City, State, Zip we nosanihic torumquam sandiatur, atem quiae perum andam, cum adiaecae. Namet aut ipitaturepe imagnam usdaectatur a dolum asitaquia cus quo quunt re optat laut dolende nditat et torumquam sandiatur, atem quiae perum andam, cum adiaecae. Namet aut ipitaturepe imagnam usdaectatur a dolum asitaquia cus quo quunt re optat laut dolende nditat et restorrum velic Sincerely, Kris T. Wells Director of Donor Services P.S. nihic torumquam sandiatur, atem quiae perum andam, cum adiaecae. Namet aut Dayton, OH Animal Shelters, and kittens like Sissy, need YOUR HELP! Join SAF the over 400 cats and kittens in your area that need a home. 3303 W. Tech Road Miamisburg, Ohio 45342 Katie Sample 123 Any St. Apt. 1010 Dayton, OH 10110-0045 $15 $25 $40 Other My gift is enclosed, payable to Sourcelink Animal Foundation Please charge my gift to (select one): VISA MC AMEX DISC Personalized messaging throughout piece with digital color “Hyper-personalized” messaging with map locations closest to recipient Body text reflecting past giving habits, demographical attributes, generational and age cohorts
- 32. 32 QR Codes – Mobile Couponing Mailpiece contains an offer-specific QR code Form captures information for future marketing efforts Coupon is delivered and stored on mobile device
- 33. 33 QR Codes – Social Media The social map links influencers across the nation Share on landing page Landing page captures information, leads to sharing page to redeem offer Mailpiece has variably printed QR code and PURL
- 35. 35 Emerging Technologies Near-field Communication (NFC) • Toll-booth speedpass/mobile wallet • NFC smart tag/microchip on piece • Information transmitted from piece to phone • Mobile coupon • Directions/map • Product brochure
- 36. 36 Considerations to Remember • Technology must be helpful/useful • Consider Mobile usage • “Cool Factor” important, but not everything • Makes sense for mail/medium • Ask your audience • Adopt over time- test and learn • Part of multichannel – shouldn’t stand alone • Let budget steer you
- 37. 37 • Emerging technologies work best with existing direct mail and email campaigns • Research your audience’s mobile usage habits… or just ask them! • Understand how the mediums work • If you are unsure of how to properly utilize a new technology, work with a marketing services provider • Have Fun! Key takeaways
- 38. 38 Q&A Any questions? Please type your question in the questions panel. Twitter hashtag: #DMworks or
- 39. 39 Thank You for Attending! info@sourcelink.com 1-866-947-6872
Editor's Notes
- #11: Polling Q after this slide
- #17: Polling Q 2- Have you ever used your smartphone at access an augmented reality experience?
- #18: Visualizing Siri
- #32: Could have driving directions,
- #33: Mobile coupon users are 3x more likely to scan a QR code for a coupon than respond to an SMS text.
- #34: USPS discount in the USAMention TAGInfluence ratingQuestion on QR codes
- #36: My fitness pal- power bar…
- #37: Let budget steer you- don’t invest in all new tech