The document discusses how direct mail can be enhanced through new technologies like augmented reality, video, QR codes, variable printing, and emerging technologies like near-field communication to increase engagement and return on investment. It provides examples of how each technology can be practically applied to direct mail campaigns and emphasizes testing and learning over time as technologies continue to evolve. The key takeaways are that these technologies work best when paired with existing direct mail and complement multichannel approaches.
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Some housekeeping
Everyone is muted
Audio test
For best results use a headphone connected to your computer
Copy of presentation will be sent to all attendees
5. 5
About SourceLink
SourceLink is an industry-leading marketing services
provider focused on direct marketing utilizing customer
intelligence, database marketing, and modeling & analytics.
SourceLink operates out of six facilities with cutting edge
print and inserting machinery to service all print and
statement needs, in addition to database and Customer
Intelligence offerings.
Find SourceLink on Twitter (@SourceLink), LinkedIn and
Facebook.
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With all the technology options, why choose direct mail?
People Open Mail!
• Direct mail boasts a
4.4% response
rate, compared to
email's average
response rate of
0.12%*
• That is roughly 30x
higher
*Direct Marketing Association 2012 report
Why Direct Mail?
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Direct Mail is competing with other technologies
• Email
• Social Media
• Video
• Mobile
• Television
However…
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Direct mail works best paired with other technologies
Multichannel Approach
Video
Augmented Reality
Variable-data printing / QR
Direct Mail- Jack of All Trades
Other emerging technologies
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Augmented Reality
In a nutshell: a type of virtual reality that aims to
duplicate the world's environment in a computer
Using a webcam, a
computer can display an
image based on the
printed piece
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Augmented Reality
Practical uses with Direct Mail
• USPS- which box fits your shipment?
• Product features from direct piece
• Automotive marketing
• Image matching (catalog usage)
• Enhanced features from print (video, etc)
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Google Glass
Google Glass is a
wearable computer with
head-mounted display
• Geolocation plays a huge
part
• Direct mail feasibly could
evolve alongside Glass
• Product info/website
directly from mailings
• Enhanced features from
print
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Video Integrated with Print
Elements of print alongside elements of video
make for a stronger overall message
With modern
technology, you can
literally embed video on
your mailpiece!
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Video and print
Practical uses with Direct Mail
• Causes audience to interact with piece
• Piece becomes keepsake
• Pushes to other channels- stickier
• Video on landing page, personalized
with PURL technology
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QR Codes / Variable Print
Recognize this code?
• 37% of consumers 18-
34 report scanning a
QR code on a mail piece
in the last year
• Consumers were much
LESS likely to scan QR
codes on TV screens,
emails and websites
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QR Codes / Variable Print
Personalized web address
with content specific to
recipient using PURL
technology
Variable data QR code
printing to allow easy
trackability and real-time
conversion statistics
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Variable Print
Bec o me a memBer o f Sa f To d ay!
Call us at 1-800-800-8000 or visit www.websitehere.com
Katie Sample
123 Any St.
Apt 1010
Dayton, OH 10110-0045
Kat ie,
I ’m Sissy, and
I need a home...
Join SAF and help assist the
welfare of animals like Toby.
Dear Katie:
As a lover of kittens, and a past supporter of local Animal Shelters you should know that in 2012, we nosanihic
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are the answers:
Here is a list of the local animal shelters within 30 miles of your address. Denotes closest shelter.
A. Dayton Animal Shelter - 1456 County Road, City, State, Zip
B. Sara’s Shelter - 1456 County Road, City, State, Zip
C. Animal Awareness - 1456 County Road, City, State, Zip
D. Heaven City Shelter - 1456 County Road, City, State, Zip
we nosanihic torumquam sandiatur, atem quiae perum andam,
cum adiaecae. Namet aut ipitaturepe imagnam usdaectatur a
dolum asitaquia cus quo quunt re optat laut dolende nditat et
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Namet aut ipitaturepe imagnam usdaectatur a dolum asitaquia
cus quo quunt re optat laut dolende nditat et restorrum velic
Sincerely,
Kris T. Wells
Director of Donor Services
P.S. nihic torumquam sandiatur, atem quiae perum andam, cum adiaecae. Namet aut
Dayton, OH Animal Shelters, and
kittens like Sissy, need
YOUR
HELP!
Join SAF
the over 400 cats and kittens in your
area that need a home.
3303 W. Tech Road
Miamisburg, Ohio 45342
Katie Sample
123 Any St.
Apt. 1010
Dayton, OH 10110-0045
$15 $25 $40 Other
My gift is enclosed, payable to Sourcelink Animal Foundation
Please charge my gift to (select one):
VISA MC AMEX DISC
Personalized messaging
throughout piece with digital
color
“Hyper-personalized”
messaging with map locations
closest to recipient
Body text reflecting past
giving habits, demographical
attributes, generational and
age cohorts
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QR Codes – Mobile Couponing
Mailpiece contains
an offer-specific
QR code
Form captures
information for
future marketing
efforts
Coupon is delivered
and stored on
mobile device
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QR Codes – Social Media
The social map links
influencers across the
nation
Share on
landing page
Landing page captures
information, leads to
sharing page to redeem offer
Mailpiece has
variably printed QR
code and PURL
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Emerging Technologies
Near-field Communication (NFC)
• Toll-booth speedpass/mobile wallet
• NFC smart tag/microchip on piece
• Information transmitted from piece to
phone
• Mobile coupon
• Directions/map
• Product brochure
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Considerations to Remember
• Technology must be
helpful/useful
• Consider Mobile usage
• “Cool Factor” important, but not
everything
• Makes sense for mail/medium
• Ask your audience
• Adopt over time- test and learn
• Part of multichannel – shouldn’t
stand alone
• Let budget steer you
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• Emerging technologies work best with existing
direct mail and email campaigns
• Research your audience’s mobile usage habits…
or just ask them!
• Understand how the mediums work
• If you are unsure of how to properly utilize a new
technology, work with a marketing services
provider
• Have Fun!
Key takeaways