We may live in a digital era, but traditional direct mail marketing is alive and well. Don’t believe us? Here are statistics (courtesy of the ANA/DMA 2018 Response Rate Report) to change your mind:
- Consumers open 90% of direct mail – versus only 20-30% of emails.
- Direct mail’s response rate is 4.9% for prospect lists.
- Direct mail’s response rate is 9% for house lists.
- Email response rate is 1% for both household and prospect lists.
Email marketing has its applications. However, you also should consider adding direct mail campaigns to your company’s marketing strategy.
Serious advancements are emerging in the direct mail space. Incorporating new technologies into direct mail campaigns makes it easier for your customers to respond to your campaigns, which boosts response rates and ROI.
Video-in-print (video brochure) is a unique approach to gain attention. With maximized creativity, it provides a lasting impression with customized print, sound, and video.
This visual enhancement is subject to higher costs, ranging from $30 to $100 per unit depending on quantity. When combined with the right personalization strategy, video-in-print is a powerful tool for increasing response rates.
Quick Response (QR) Codes
QR codes date back to 1994, but they remain effective. Using a smartphone, readers scan personalized URLs. This method not only makes it easier for customers to engage with direct mail – it’s also easier to track. Here are different ways your company can utilize QR codes:
- Link to a certain landing page within your sales funnel.
- Link to educational material that informs prospects about your company and products/services.
- Link to discounts, coupons, or limited-time content.
By providing clear benefits and quick call-to-actions, your QR code direct mail campaigns can significantly elevate response rates.
Voice Activated Call to Action (VACTA)
Voice-activated devices, like Amazon Alexa and Google Assistant, empower users with the ability to perform actions with only their voice.
These gadgets are taking homes by storm.
According to the Winter 2019 Smart Audio Report, 60+ million people over the age of 18 owns a smart speaker, compared to 39 million in 2017.
In September 2019, Respond Fast launched the Voice Activated Call to Action, which allows prospects and customers to respond to direct mail content by voice. With this technology, a unique phrase is included in your advertisement that readers repeat into a smart speaker. It’s like a QR code – but the reader doesn’t need to use a smartphone or access an app.
Augmented Reality (AR)
By incorporating AR into your direct mail campaign, readers are encouraged to download an app and interact with your advertisement. For example, Jaguar’s direct mail piece invites mail recipients to download the company’s app and take a 360-degree look at the F-type – right on the viewer’s kitchen table. Once users witness the car coming to life, they’re prompted to search for local test drives (a seamless call-to-action to get prospects to dealerships).
Now is the time to experiment with new technologies that direct mail campaigns offer. Mount Vernon Printing can help. We are leaders in commercial offset, web and digital printing services. For more information, call 301-341-5600 or visit www.mvprint.com.