6 Innovative Ideas to Make Your Direct Mail Irresistible

Credit: Getty Images by Ilona Nagy

Direct mail can be so much more than just a postcard with a call to action. There is really no limit to what’s possible for direct mail when print and mobile technologies are combined. You can create fun, exciting experiences for your prospects and customers that will help your message connect more and generate an increase in responses.

Consider these innovative direct mail ideas to take your next campaign to new heights:

1. QR Code

You can use QR codes as a bridge between your offline direct mail piece and your online content. Your prospect or customer will scan the barcode with a mobile device that will send them to content you create. You can have a lot of fun with this; it does not have to be a boring landing page. QR codes also make it easy to track scans, as well as any follow-through on your provided content. Check out this example.

2. Texture

You can create all kinds of special touchpoints on a mail piece by adding texture. There are many options now from a rubber ball feel to soft fur. Touch is our number-one sense, so create a piece that people will want to touch over and over again. Check out this example.

3. Format

You can have fun with your format using special folds, die cuts, and sizes. Different formats build curiosity as well as engagement, so consider a way to jazz up the format of your mail piece. Check out this example.

4. Variable Data Printing (VDP)

Variable data printing allows you to create a personalized mail piece for each customer or prospect in your list in order to drive greater results. You can incorporate unique images, as well as copy and offer, to reap the most benefit. Check out this example.

5. Near-Field Communication (NFC)

Near-field communication allows you to embed a chip in your mail piece that will launch content on your customer or prospect’s mobile device when they place it near the chip. As with QR codes, make your content fun — not just a boring landing page. Check out this example.

6. Augmented Reality (AR)

Augmented reality can bring your direct mail piece to life! Your prospect or customer will scan your piece and be able to manipulate and engage more deeply with your content. This has a great wow factor and will make your mail piece unforgettable. Check out this example.

When it comes to persuasion, memorability, and processing times, mail can’t be beat. Researchers have found that direct mail is 20% more motivating than digital media and requires 21% less cognitive effort, so by using direct mail you have a leg up on other channels. That does not mean you should drop digital marketing — quite the opposite. The best effect is achieved by sending direct mail first and then following up via digital channels.

When you are able to create an engaging direct mail piece that has an offer for a product or service that people want or need, you can expect to get a great ROI. Are you ready to get innovative?

Attend our virtual BRAND United University to discover more direct mail innovations and ways to boost your campaigns using a strategic combination of digital and print marketing.

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