The Marriage of Mail and Mobile
Marketers and mailers are consistently on the pursuit to find unique and creative ways to drive business. This effort includes a compelling design, interesting shapes or samples. In this highly digital world, mailers have found an innovative way to make a printed piece interact with technology whilst remaining in the mailbox.
This is optimum connection. Direct mail can be used in various technologically savvy ways including PURLS, QR Codes, Augmented Reality, Video in Print and Near Field Communication. These types of technological collaborations are marked by full integration, relevance, effectiveness, responsiveness and engagement. By requiring a call to action and providing specific technology to capture the connection, results and responses can see higher rates.
Personalized URLs (PURLs)
Personalized URLs are targeted web pages that are specifically marketed to a single person. PURLs are an excellent tool for one-to-one communication, as they provide a personalized experience specific information, products, or services tailored to the recipient. PURLs have powerful tracking capabilities, determining exactly who responded to your mail piece in real time.
Quick Response (QR) Codes
QR codes have not gone out of style! QR codes give recipients the option to respond using a camera-enabled smart device. Upon scanning, the code will re-direct to the target site which might prompt a call, start a video or game, etc. QR codes enhance and promote the experience of going from print to digital, creating a seamless experience.
The technology has progressed since its initial creation; now you can integrate interesting and unique designs into the visual of the QR code to make it stand out even more!
Video in Print (ViP)
Imagine sending a little TV screen to someone’s mailbox that will play videos. ViP is video advertising integrated into a mailing piece. Utilizing translucent paper, an interactive video can be played upon opening of the mail piece, allowing brands to interact in a more robust manner. The piece utilizes a small chip with video file(s) embedded on it creating full visual engagement.
While more costly, ViP can go a long way to help you stand out from the rest!
Augmented Reality (AR)
Augmented Reality gives a live view of a physical, real-world environment wherein the elements are augmented by computer generated sensory input such as sound, video, graphics or GPS data, etc. The interaction with the mail piece involves placing a camera-enabled device over the specified area and watching as the mail piece “comes alive.”
AR creates an engaging experience that transforms printed pieces into interactive experiences. This combines the real world with animation, video, and/or embedded objects. This is another element that promotes a modern and seamless experience.
Near Field Communication (NFC)
NFC consists of embedding a small chip or other form of technology into a carrier that can be recognized by an NFC-enabled device. Currently, Apple does not support NFC. The interaction is initiated by touching the mobile device on the NFC embedded item or by placing the devices within 1-2 inches of the NFC item. From there the user is taken to a specialized experience, such as:
- Downloading of apps, videos or games
- Creation of calendar events
- Triggering of messaging services
- Generation of a personalized message
- Linking to a URL, social network or an app
- Adding a contacts info
- Auto-dialing a phone number
NFC content can be dynamically changed on the backend, allowing for a process or timeline that can be updated and innovated. Unfortunately, Apple does not currently support NFC except for Apple Pay.
Creating a seamless experience for consumers is such a vital element for a marketing campaign in today’s world. Technological innovations help to increase response rates by setting companies, products or services out from the crowd.