Industry Insights

Innovating Direct Mail: testing new technologies to boost the engagement and interactivity of your marketing mail

Lady scanning QR code from mail

In the world of marketing, where digital strategies can now often take centre stage, it is important to remember the timeless appeal of direct mail marketing and the recent statistical evidence that reinforces the impact that it has on consumers. It is still a high attention channel with companies reporting a 64% uplift to market share when including direct mail in their marketing mix*; however, for your direct marketing mail to truly make an impact, it’s essential to go beyond the traditional.

In an era dominated by smartphones and social media, how can businesses ensure that their direct mail campaigns remain relevant and effective? The answer lies in embracing new technologies and innovative approaches, all while capitalising where possible on Royal Mail incentives to earn postage credits for your future campaigns. From augmented reality to personalised printing techniques, there’s a wealth of options available to marketers looking to revitalise their direct mail efforts.

Using Augmented Reality to Increase Customer Attention

One of the key challenges in direct mail marketing is capturing the recipient’s attention and engaging them in a meaningful way. The average piece of direct mail gets 108 seconds of attention in the household – this is where technologies like augmented reality (AR) can make a significant impact on the time that your mail pieces are interacted with.

By incorporating AR elements into direct mail pieces, businesses can create immersive experiences that blend the physical and digital worlds. Imagine receiving a postcard in the mail and then using your smartphone to unlock exclusive content or interactive features – it’s a definite way to make a lasting impression.

By leveraging these AR platforms, such as Spark AR, businesses can create immersive experiences that capture the attention of their target audience and drive action. Whether it’s showcasing products, delivering exclusive content, or simply adding a touch of interactivity, AR has the power to transform traditional direct mail into a dynamic marketing channel.

Personalised Printing Techniques

Personalised printing techniques offer another avenue for experimentation and innovation in direct mail campaigns to increase attention.

But what are personalised printing techniques?

Personalised printing techniques offer a tailored approach to direct mail campaigns, allowing businesses to create bespoke experiences for each recipient. By leveraging variable data printing, marketers can customise every aspect of a direct mail piece, from the recipient’s name and address to specific imagery and messaging that aligns with the recipients interests and preferences. This level of personalisation not only enhances the relevance and impact of the direct mail but also fosters a sense of connection and engagement with the recipient.

Whether you use personalised printing to address individuals by name or to showcase relevant products based on your customers’ past purchase history, personalised printing techniques could help you to deliver targeted messaging that resonates on a personal level, ultimately driving higher response rates and ROI.

The Use of QR codes in your Direct Mail

Incorporating QR codes into direct mail marketing offers several fantastic advantages. First and foremost, QR codes provide a seamless and convenient way to bridge the gap between the physical and digital worlds. By simply scanning the QR code with a smartphone, recipients can instantly access additional information, exclusive content, vouchers, your online store or interactive experiences related to the direct mail piece.

From a business perspective, QR codes offer valuable insights into recipient engagement and behaviour too. Marketers can track metrics such as scan rates, click-through rates, and conversion rates, providing valuable data to optimise future campaigns and refine targeting strategies.

Additionally, QR codes enable businesses to deliver dynamic and personalised content tailored to the recipient’s interests and preferences, enhancing the overall customer experience and driving higher levels of engagement and conversion.

You could be saving money on your innovative direct mail campaigns by using a Royal Mail incentive

Of course, testing new technologies in direct mail campaigns comes with its own set of challenges and uncertainties around a positive return on investment.

If you’re looking to re-engage with mail as part of your marketing mix or you want your mail to work harder for you when testing new ideas, then a Royal Mail incentive can support your goals while earning you retrospective credits on your postage costs.

Contact us to find out more about the Royal Mail Testing and Innovation incentive. We can help you get the most out of your direct mail.

*when comparing campaigns that use direct mail with an average UK campaign.


WARC – Driving Effectiveness with Direct Mail

JICMAIL – The Time We Spend with Mail – A JICMAIL attention study 

Industry Insights