Posted By Seamus Barton
What’s An Interactive Mailer?
Although there’s an increasingly tech-savvy consumer base, studies show that people still like to receive informative and meaningful mail. But with many marketers trying to reach the same target audience with different messages, it helps to give your mail piece an edge that gets it noticed, opened, and acted upon.
Creative interactive mailers are a unique form of direct mail marketing that helps to provide vital product, service, or business information, raise attention, and drive traffic to your business in a unique and memorable way.
So What Makes Interactive Mailers Unique?
A well-designed interactive mailer entices the recipient to touch it and interact with it. It draws you in, appeals to your needs and concerns, and makes you more interested in the offer or the company.
Interactive mailers are intended to create the feeling of personal attachment between the recipient and the advertising company. For instance, they can require the recipient to physically tear-away a gift card from the mailer.
This simple engagement adds an emotional touch to the mail piece compared to other mailers, as you engage more of your senses – sight, touch, hearing – when you pull the gift card away from the rest of the mail.
The mode of interaction varies depending on the mail piece and may also involve:
- Snatch-offs to give texture to the touch
- Scratch-and-sniffs to add the sense of smell
It is the role of the marketer to create more opportunities that facilitate a sense reaction and enhances the user experience.
Why It Works
Human beings are naturally more stimulated when more of their senses are involved – sight, smell, taste, hearing, touch. While digital forms of marketing, such as email and social media, offer a fast and inexpensive way to deliver your message, they lack the personal touch that people experience when interacting with something physically.
Consider this: A recent study done by USPS found that 69% of respondents felt that physical mail was more personal than Internet marketing. This is because direct mail marketing allows them to connect with not only sight but also touch.
Interactive mailers go beyond being tangible. They seek to engage two or more senses.
Creating Your Interactive Mailer
Technically, interactive mailers are intended to evoke a similar response to how children react to their toys when they see, touch, hear, or smell them. Rather than presenting your mailpiece as a one-dimensional experience, think about how you can increase your engagement with your target audience at a more personal level.
Interested in adding commercial printing and direct mail marketing to your advertising mix? Please call our Toronto mailing house in Scarborough at 1-866-486-0423. Troi spells success, one letter at a time!