Five Ways To Spice Up Your Direct Mail Marketing In 2017

Marketers continue to use direct mail in 2016 because it still leads in ROI. However, traditional direct mail marketing has changed dramatically.

InfoTrends did a study on direct mail that found the following statistics:

66% of direct mail is opened,

82% of direct mail is read for a minute or more,

56% of consumers who responded to direct mail went online or visited the physical store,

62% of consumers who responded to direct mail in the past three months made a purchase, and over

84% reported that personalization made them more likely to open a direct mail piece.


For the last 25 years, I have seen many changes in direct mail, from the "send it to everyone" phase to the current hyper-targeted mailers. Direct mail continues to be a great marketing channel. If your direct mail response rate is not as high as you'd like it to be, consider these five ways to spice your next direct mail campaign:

1. QR codes and PURLs: To make landing page content unique to each person, create personalized QR codes or personalized URLs (PURLs). This landing page content can be changed and updated as needed, creating an easy way to keep people coming back for new content. Make sure that your content is using responsive design since people can use a mobile device or PC. You can use the same landing page for both the QR and the PURL, providing the recipient with the choice of which method they prefer.

2. Augmented reality: Creating a direct mail piece that comes to life and can be manipulated by your prospects and customers is very powerful. You can create a fun user experience without going over your budget when you take the time to plan it out. Look at your idea from your client’s perspective: Is the experience fun and easy to use? (Pokémon Go is a widely recognized and fun example of augmented reality.) How can you create an experience with your direct mail? Our agency crafted an experience by creating an animated cartoon that was launched by scanning the mailer. The cartoon showed people how to use a service and the pitfalls of doing it incorrectly. This campaign was funny and informative at the same time. Whatever you do, don't be boring.

3. Dimensional mail: Grab your potential customers' attention with...

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