The communication process is really a cycle. A printed piece can drive the recipient to the web, where the recipient can then provide more information about his/her preferences. Next, this online interaction can be followed up with a printed response. It might be a catalog with customized images, a postcard with a discount offer, or a letter that simply confirms the recipient’s preferences. This starts the relationship that can continue as a cycle, and all of the media types can support one another. For today’s consumers, “print and online” is much more compelling than “print or online.” Even in our digital world, online alone is not enough to attract a consumer’s attention.
Although print is the foundation of any multi-touch campaign, consumers engage with both print and online channels. As a result, communicating with them using an integrated campaign that incorporates a variety of channels will deliver better results. Direct mail can be a compelling part of an interactive customer experience when it is used in conjunction with online channels, social media, and mobile apps. There are a number of tools that can enable a printed piece to trigger an interaction via a smartphone, including image recognition, augmented reality, NFC tags, and quick response codes. More and more direct marketers are integrating interactive elements with print to connect consumers to a video or a mobile-enabled website so they can learn more about an offering. Still others are creating mobile landing pages that enable consumers to take advantage of coupons or discounts. It is also possible to direct consumers to a website or personalized URL that can be accessed from a PC.
For these reasons, marketers need to reevaluate their communications strategies to include direct mail.
It’s important to measure communication effectiveness so you can improve campaigns, customer conversions, and overall return on marketing investment. Direct mail is measurable, so it allows for test offers and the ability to make the appropriate adjustments for improved results.
The key to success lies in ensuring that communications are relevant, personalized, and engaging. By creating an integrated experience that spans multiple touchpoints, marketers can generate improved results across all age demographics.
