direct mail and new technologies

+Magic!

Mail

Direct Mail: Coming to Life & Increasing ROI with New

Technologies!

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Some housekeeping

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Audio test

For best results use a headphone connected to your computer

Copy of presentation will be sent to all attendees

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Q&A

Any questions?

Please type your question in the

questions panel.

Twitter hashtag: #DMworks

or

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Presenter

Matt HaskellSocial Media Marketing Manager, SourceLink

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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.

+Magic!

Mail

Direct Mail: Coming to Life & Increasing ROI with New

Technologies!

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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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Or is it?

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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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AugmentedReality

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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

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Augmented RealityMarketing

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Augmented Reality/Personalization

Lacta Chocolates, Greece

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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 Alongside

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 Integrated with Print

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Video Integrated with Print

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Video Integrated with Print

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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 CodesAnd Variable

Print

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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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Not all QR codes are created equal

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QR Codes in direct mail

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QR Codes and Location Marketing

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“Sunny Days” sale QR codes

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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

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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Other Emerging

Technologies

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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

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Q&A

Any questions?

Please type your question in the

questions panel.

Twitter hashtag: #DMworks

or

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Thank You for Attending!

info@sourcelink.com1-866-947-6872