8 MARCH 2016 MAIL: The Journal of Communication Distribution

DIRECT MAIL TRENDS

New Postage Rates Effective April 10, 2016

How Technology Can Make Your Mail IrresistibleBY JIM COCHRANEChief Marketing & Sales OfficerExecutive Vice PresidentUnited States Postal Service

Twenty-first century technologycontinues to leap from LCD screensinto the physical world, includingthe world of print marketing. Directmail has defended its spot in the ad-vertising world by consistently de-livering a strong ROI, andmarketers are recognizing the valueof finding new ways to couple so-cial media and outdoor media,email and mail, to achieve success.

The key for any marketer is to stayflexible and understand what con-sumers want. Today, we’re seeingthe importance placed on an inter-active, omni-channel experience.

Here are three direct mail market-ing opportunities that I believe cap-ture attention, provide information,and create this omni-channel expe-rience, as well as the tools you canuse to implement them:

1. Connect Consumers to aDigital World

Ten years ago, I would havefound it hard to believe that a sim-ple piece of paper could be used toconnect consumers to an immersivedigital experience. The followingtools allow you to use traditional

advertising tactics while giving cus-tomers the option of entering thedigital space.

* Quick return (QR) code. Theblack and white grids have becomea familiar fixture in the marketingworld, but still provide value. Thelatest generation of Visual QRCodes complements the spacearound them and ensures QR codeswill continue driving consumers tomobile applications, websites andother digital channels.

* Near field communication(NFC). These chips or tags commu-nicate with mobile phones throughradio waves and are actually smallenough to insert into a sticker youcan put on a print ad. Consumerswith NFC-enabled mobile devicescan automatically engage with digi-tal features in advertising materialswith just a simple tap. According tothe 2013 Mobile Path-to-Purchasestudy from Ad and Telemetrics,88% of smartphone users wouldconsider using NFC to interact witha poster that was of interest to them.

* Augmented reality (AR). Didyou know that reality can be trans-formed with only a cell phone? ARliterally meshes the digital with thephysical world by allowing you tosuperimpose an image onto a mo-bile device’s camera screen. After

downloading an app, users can scanthe advertising image and watchvideo, listen to music, virtually tryon clothing and much more. Con-sumers are 135% more likely topurchase a product they viewedthrough AR than one they saw in atraditional advertisement, accord-ing to Hidden Creative.

2. Immerse with ElectronicsReceiving a piece of print adver-

tisement you can physically interactwith demands attention and will bea standout in mailboxes.

* Video in print. Imagine watch-ing a commercial on a mailer. Paperpockets can include a battery, shat-

ter-resistant screen, speaker and allnecessary wires to control buttonsand video. Inserts that includedvideo in print delivered a 100%brand recall rate and a 91% passalong rate, according to StarchCommunications. A built-in Wi-Ficonnection isn’t necessary, but al-lows you to track how many timesthe piece is activated.

* Mobile in print. Mailers cannow be turned into a form of directcommunication, like a phone or textmessaging system. This technologybrings the fun of a cell phone toyour advertisement by allowing us-ers to contact your companythrough either a phone call or a textmessage via speakers and/or key-boards on paper.

* Conductive ink. This ink car-ries an electronic charge and can ac-tually be used to generate noise,light or even create a Bluetooth con-nection that brings up a cell phoneapp device. This technology is stillin research and development, buthas the ability to transform theworld of print to something seem-ingly out of a sci-fi novel.

3. Dimensional MailNontraditional ink, materials, and

designs serve as an eye-catching andeffective way to make traditionalmail a memorable experience.

* Interesting Inks. Chemicalcompounds can be added to the inkto make certain colors disappear orreappear depending on temperature,moisture, or light exposure. Thisstrategy can add a secret message,along with an element of surprise,to coupons and special offers.

* Customized MarketMail. Thisis also known as 3D mail or shapedmail and prompts businesses toquite literally think outside of theenvelope. Lightweight andshippable designs open by folding,pulling, or popping up into a piecethat stands on its own. This will al-low your message to physicallystand out from the competition. Di-rect mailers that include a pop-upfeature can increase response ratesup to 40% when compared to a con-ventional, flat mailer, according toCRMTrends.

While not all of these formats maybe right for every business, they area few examples of the latest ad-vances in direct mail that we seemany innovative businesses usingto create an omni-channel approachfor their customers. Technologydoes not have to be limited to thedigital world, nor should it be. Tolearn more about these and otherforms of irresistible mail visitwww.irresistiblemail.com.

Jim Cochrane