Posted By Seamus Barton
The Best Ways to Incorporate Tech Into Your Direct Mail Campaigns
Direct mail has always had a place in marketers’ and consumers’ lives, even with technology driving the way forward and affecting the way things are done now. More importantly, when combined, these two marketing tools can make your company stand out and grow.
Working with your Customer Relationship Management Program (CRM) and your current pipeline, and specialized mail services in Toronto, you can target your desired audience and personalize the mail that goes out to them.
Staying ahead of the competition puts you and your business at the forefront of your customers’ minds (whether they are new or existing), encourages retained business, and grows new.
Let’s take a look at some of the best ways to incorporate tech into your direct mail campaigns.
What technology is out there for your use?
QR codes are the thing that people see the most today. They are easily printed, simple to use, and can hold a lot of data. If you printed out all of that data, it would be a small book to send to potential clients, instead of just one small card with the code. A book or catalogue is always impactful as well, but QR code postcards can be a simple and cost-effective part of the marketing mix.
But there are other options too, all of which can be personalized and tailored to your client. This not only gives the person or company a sense of being valued and appreciated as an individual, not a generic number on a spreadsheet somewhere, but it allows you to show off your creative flare.
VACTA or Voice-activated call to action is a way of embedding a personalized message into your direct mail, like one of those cards that sing happy birthday when you open it.
This allows you to record a message, mention your clients by name and grab their attention.
Augmented reality is another way to encourage your clients to download your app to their phones, and see what their life would look like with your product in their lives. This can be done as a stand-alone URL on a card, or a QR code which when scanned takes them to the app store.
The Appeal of Direct Mail
Direct mail has always been the best friend of the marketing team, as the original go-to to get your company out there. It goes directly into the hands of your clients and can be sent out in mass.
With so much being online today, there is something nostalgic about holding a take-out menu or big box catalogue in your hand, flipping through the pages, and having to physically find the information you are looking for.
The nostalgia factor is keeping potential and existing clients interested in companies today. With new technology available, incorporating the two has never been easier and is a way to engage everyone.
Having something in your hand that you can also scan with your phone attracts a lot more people now than just through social media.
QR Codes Go Hand in Hand With Direct Mail
The most effective direct mailings are the ones that are simple, bright, and eye-catching. They often contain basic information such as the client’s name, your company name, and a QR or Quick Response code.
This code, scanned by a person’s phone, can direct them to your website, where they can explore at their leisure, learn about who you are, review the benefits of your products, engage with articles or blogs, place an order, and more.
Codes can also be tailored for the client with features like discount codes which they can download, give directions to your location, and even set up an online or in-person meeting.
You can have more than one code on a piece of direct mail as well. One for your website and one or more for exclusive offers and promotions.
The QR Code itself can be personalized, with a unique URL and design of the code itself. This allows you to show off your company while engaging with the client on a personal level.
Placing this code on your direct mail is a simple process that can save you time and money. By working with your CRM and a mailing service provider in Toronto, inserting the code onto the mail with a simple program, you can send hundreds or thousands of mail shots easily and quickly, reaching your target audience faster and generating more leads.
QR codes on direct mail are also easy to track and therefore be measurable for your KPIs. You can easily see how many convert to leads or sales, how many are activated, and create a sense of how to improve your campaign or if you need to adjust your target audience.
Trust the Experts
Troi Mailing Services have been working with companies since 1991 and are the leading experts in direct mail services in Toronto, incorporating QR codes and other forms of technology into your mailing campaigns and helping you to reach your target audience, and more–to create a higher return on investment.