By Cathy Planchart, Senior Project Manager

Several years ago, when my daughter was a junior in high school she was inundated with promotional direct mail from prospective colleges and universities. One postcard caught her attention because it had her name incorporated into the graphic design. She was very touched by this personalization, but, being in marketing, I knew it could be done easily. Since then, there have been tremendous advancements in printing, digital technology and data use. Today we have numerous opportunities to surprise and delight customers and prospects by providing them with a unique, highly personalized and digitally engaging direct mail experience.

Creating an extremely customized, multi-dimensional direct mail experience can be rather expensive, but the open rates are nearly assured. The key to containing cost is to precisely dial in the exact target audience you want: those most likely to convert. Leverage your own data to see who is currently using the product or service being promoted. Then create a demographic profile of this customer segment and use modeling to identify the most likely prospects within your data set. Take this group of prospects and develop detailed personas to target. The persona descriptions will aid in tailoring both the message and imagery for each sub-group. This process will help narrow your mailing list, keeping quantity and therefore cost in check.

Fun Formats and Meaningful Messaging

Although today’s postal regulations have clear boundaries on size and shape, there is still sufficient latitude for creativity.  (I once wrote my daughter’s address on a sixteen-inch ball and mailed it to her at college for a special occasion.) Three-dimensional direct mail is not uncommon these days, using unique packaging that commands attention, stands out and gets noticed. If choosing a two-dimensional envelope or postcard, select a distinctive size and include exciting color, interesting paper, eye-catching graphics and teaser messages that entice recipients to open. Remember, when it comes to creative design, it is well worth exploring the multi-dimensional limits.

Now that you have the recipient’s attention, it is time to focus on the messaging. In today’s high-tech world, both text and graphics can be highly personalized using variable data printing which provides innumerable ways to tailor the message. A customized message and visual based on the persona will resonate with the recipient, make them feel extra special like it did for my daughter, and lead to action. The use of engaging, interesting and informative copywriting remains necessary to draw in the reader.

Connecting the physical world to the digital world through the call-to-action is where the magic happens. Use a measurable URL, PURL or QR code pointing to the campaign’s landing page. Align the landing page creative with the direct mail creative but provide additional information. The layout and design of the landing page is just as important as the copy; an attractive and easy to digest format will lead the user right to the call to action, such as a “buy now” button. Offering a scannable coupon or redemption code can increase the ability to measure conversions.

Tomorrow’s Tech Today

If you really want to be a wizard and push the digital envelope when it comes to direct mail, several “futuristic” services are available through the U.S.  Postal Service and other suppliers:

• USPS Informed Delivery^® - offers three opportunities (on multiple channels) to drive customer action—all with a single mail piece. The three interactions include:
   

1. Getting a digital preview of the mail piece (on the USPS^® mobile app, via email notification or the online dashboard).
2. Viewing a digital image delivered with the preview, that when clicked takes the customer to a campaign landing page to learn more or take action.
3. Receiving the physical mail piece. USPS Informed Visibility^® - tracks direct mail campaigns in near-real time, to align digital and print efforts. 
    

• Retargeted DM – allows for an immediate follow up with personalized direct mail when a customer acts on a digital channel. 
• Digitally Enhanced Mail – designs an immersive digital experience for the customer that brings direct mail to life, truly transforming direct mail campaigns and “creating unique sensory experiences that excite and engage.” 
   

1. Near Field Communications – include a wireless NFC microchip (with short-range radio waves) into a mail piece, which activates in the presence of an NFC-capable smartphone, delivering the customer an exciting audiovisual experience while connecting them right to your website.
2. Augmented Reality – layer digital graphics over your direct mail piece which appear in the customer’s live surroundings with the scan of a smartphone, providing an exciting experience that links to your website.
3. Virtual Reality – enclose with your direct mail piece smartphone-pairable, cardboard headsets to take customers on a sensory journey, which puts your brand directly in front of them and inspires immediate action.
    

The USPS is an expert resource for future-thinking marketers. Visit their website to learn more about these digital services.

If my daughter was impressed by the “personalized” direct mail she received ten years ago, she will be blown away by what is possible today. Now is the time to start pushing the envelope on direct mail.

MKP communications inc. is a New York-based marketing communications agency specializing in merger/change communications for the financial services industry.