Mail fulfilment provider, bakergoodchild is advising marketing agencies and designers to consider the addition of technology when it comes to thinking about their direct mail or printed marketing campaign collateral for 2018.
According to the company, the use of technology such as QR & PURL codes or the addition of USB Web Keys and Google AdWords can all help to achieve best response rates and drive traffic to e-commerce websites.
A Quick Response (QR) code is a simple 2D barcode which is used to provide users with extra content. They are also an uncomplicated way to track a user’s behaviour patterns. A PURL (Personalised Uniform Resource Locator) is a webpage or microsite that is tailored to an individual visitor. PURLs work by linking to a database containing information about each potential visitor, so a receiver could be invited to visit their own personalised webpage via a Direct Marketing or Mailing communication. Both the above items when added to a marketing campaign or collateral can improve response rates, add measurability via tracking and encourage responses based on a personalised approach.
Mohammed Pandhair, bakergoodchild Marketing Manager said, “the use of modern technology can provide enormous benefits for agencies and marketers. Campaigns can be more targeted and consumer specific, responses and hits to websites can be instantly tracked, and followed up, and awareness of the clients’ message is also instant. By combining technology to your direct mail or marketing campaign you can really add a twist to your message.”
The use of a USB drive within a Direct Mail campaign can also provide excellent response rates, by being personalised with content and information specifically for the recipient, which again can allow the individual responses to be tracked. Consumers can just plug the pre-loaded device into their computer to gain access to their exclusive content. They also make Direct Mail or marketing campaigns more interactive, are compatible with all devices, and allow companies to instantly track responses to their campaigns.
By integrating Google AdWords into a Direct Mail campaign can drive consumers and traffic to a website which contains Google remarketing codes. The consumer can then be sent a PURL via another piece of Direct Mail literature, which will also contain Google remarketing, and then businesses pay when the consumer visits the site. Traffic can also be tracked, and Google will then display follow up advertisements for the recipient. Content must be specific, targeted and exciting, with clear messaging, but the benefits can all hep to improve sales and promote awareness of the clients’ brand or messaging.
More advice on this subject can be found on bakergoodchild’s website at; https://www.bakergoodchild.co.uk/infographics/