We recently discussed the benefits of more interactive direct mail and the evolving trend among companies to enhance direct mail interactivity. The natural next concern for your business is how to create more engaging pieces that help you attain the results you desire.
The following is a look at some of the best ways that you can engage your targeted prospects more effectively through direct mail interactivity!
Personalize the Message
It may seem a bit basic to suggest that you personalize a message to increase interaction with prospects. This strategy should apply across all of your marketing tactics. However, the point of including it here is to emphasize the benefits of engaging prospects based on interests they have already shown.
As an example, abandoned shopping carts create a lot of missed opportunities in e-commerce. While it is common to send digital follow-ups through email and retargeting campaigns, it is sometimes more effective to send a personalized mailer to the prospect. Include mention of items that a given prospect thought about buying and consider using a discount incentive to motivate renewed interest in the purchase.
Add a Next-Step Call-to-Action
Virtually all marketing messages contain some type of call-to-action. However, one way to enhance interactivity with your mail piece is to create cross-channel synergy with your call, which prompts prospects to connect with you in multiple ways.
Some companies set up a dedicated landing page tied to particular pieces and then invite the recipient to scan a QR code or follow a link for the next step. This approach allows you to create very specific content that matches the position in the buyer journey and the interests of niche prospects. It also helps you to leverage print engagement to create connections digitally.
Infuse Virtual or Augmented Reality
When discussing direct mail improvements made possible by technology, first thoughts normally turn to high-quality printing capabilities. And certainly, well-designed and produce pieces are vital to campaign performance. However, advances in virtual and augmented reality allow for improved interactivity in your mailers as well.
You can create a piece that converts into some form of VR or AR device, for instance. Though it typically costs more to produce these mailers, dimensional pieces attract more attention out of the mailbox and you have a lot of potential to develop 3D experiences, virtual tours, sophisticated product previews or models, and showrooms.
The more interactive you make your direct mailers, the more likely it is to command attention and inspire a response from the targeted prospects. Personalizing your messages, driving synergy between print and digital marketing channels, and utilizing technological advances are all effective strategies to generate direct mail interactivity.
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