Imagine opening your mailbox to a personalized self-mailer that, with the simple scan of your phone, launches you into an immersive shopping experience that’s catered to your own personal buying habits. Exclusive coupon codes that correlate to products you actually want to buy.
That’s where marketing is headed in 2016. As brands continue to gather data on their most loyal customers, shouldn’t that be the goal anyway? Finding function for that data in a way that shows your customers that you’re listening?
With 65% of Americans making purchases online because of direct mail they’ve received (Exact Target Channel Preference Study), finding ways to leverage the insights you have to drive engagement and boost your bottom line is imperative.
Relevance to Help You Save
In a recent post, we outlined the many ways you’ll be able to save postage in 2016 with the United States Postal Service. One of those ways is by creating that seamless transition from direct mail to an online shopping experience this article opened with.
How can you promote engagement with your direct mail efforts to take advantage of this deal? Here are three ways:
- QR Codes – No, they’re not quite dead yet. These handy two-dimension codes are an excellent way to guide customers directly to product pages within your website. What’s more – you can actually have personalized QR codes to identify who in your mailing is scanning their mail to learn more.
- Snap Tags – These are similar to QR codes in the sense that they drive consumers online with the simple scan of a barcode. The bonus? They don’t require a special app for scanning. Learn more about snap tags here.
- Image Watermarks/Augmented Reality – The latest craze in integrated print technologies is the ability to leverage an image watermark to create a virtual experience that literally brings your print to life. IKEA did this by allowing readers to “test” products in their own home before purchasing. It’s a great way to engage and pique interest in your products.
Pairing these opportunities with a variable, personalized direct marketing strategy, you’re certain to not only capture your audience’s attention, but you’ll also drive brand engagement and boost your bottom line at the same time.
In our next post, we’ll take a look at the opportunities variable data printing presents when working to find that most effective offer to present to your customers.