6 of the Best Ways to Drive the Interactivity of a Direct Mail Marketing Campaign

Direct mail can be an extremely effective addition to any marketing campaign. Of course, the efficacy of direct mail depends entirely on the piece’s ability to capture the attention of recipients and push them to open it and read the deal.

Marketers need to consistently think of new ways to engage the recipients on their list through memorable images, unique features, and even interactivity. When a direct mail piece is interactive, individuals are more likely to engage and absorb the measure of the mailer.

Interactivity can range from expensive design elements to inexpensive but clever inclusions. In other words, virtually any company can make a piece interactive within the parameters of a specific campaign. Six of the best ways to make a direct mail piece more interactive include:

1. Pop-up designs

Most people experienced pop-up books as children, and the magic of this format is not lost on adults. Companies can make a mailer interactive by adding pop-up elements, especially ones that can be controlled by the recipient.

For example, imagine a furniture store including a pop-up design with various pieces of furniture that can be moved around the room. Pop-up designs are a great way for companies to show off their products in a way that really brings them to life.

The novelty of a pop-up mailing will likely get people to open the piece, think about the company, and perhaps even share the mailing with friends.

2. Scratch-offs

Most people associate scratch-offs with the lottery and the excitement of potentially winning big. This same excitement can be brought to a piece of direct mail by including a field that the recipient can scratch off to reveal something underneath. While it is up to the company what is included under the scratch-off, one of the best ways to get people to engage is by offering a special discount or even a free item.

Individuals can see what the offer is by scratching off the special coating. Companies can go the extra mile by actually incorporating the scratch-off field into the design. For example, a car wash company could have people “clean” a dirty windshield to reveal a deal.

3. QR codes

The interactive part of a piece of direct mail does not necessarily have to be contained within the mailing itself. More companies are using QR codes to direct their recipients to particular websites.

QR codes that simply take people to the company’s website may go unused. However, companies can encourage people to scan by offering them a game or something else fun and interactive.

Marketers can also use QR codes to link people to exclusive content. That way, recipients feel like they are getting something special out of the deal. One way to go even further with the QR code is to make it variable so that the landing page it directs recipients to is customized especially for them.

4. Coded messages

A way to build some mystery and intrigue for recipients is by including a coded message in the piece of direct mail. Most people cannot resist taking the steps necessary to decode the secret copy. Marketers can choose exactly how people decode the message, which can be incorporated into the larger campaign.

Perhaps, for example customers will need to solve the code themselves to get an extra-special offer. Another way to engage customers is to provide the solution to the code on a website, which can drive online traffic. Companies have also included secret codes that can only be read using a decoder found in a physical store to encourage more foot traffic.

5. Virtual reality

Companies that are able to invest significant resources in their direct mailers, particularly if they are trying to land corporate clients, may want to consider incorporating new technologies like virtual reality (VR). Some mailers can actually be converted into VR devices that recipients can use to have some sort of unique experience speaking to the strengths of the company.

For example, the device may provide a virtual tour or give a sophisticated overview of a new product. Not many people will turn away the novelty of a VR experience, especially one received in the mail, so the initial steep investment may prove worth the expense with high response rates.

6. Scratch-and-sniff

Most people have fond memories of scratch-and-sniff books from when they were kids and companies can appeal to the by offering a nostalgic experience. Recipients will often scratch just for the novelty, not to mention the curiosity of what kind of smell is included in the patch.

For some companies, such as florists, restaurants, and perfumers, adding a scratch-and-sniff component can really help sell a product by providing a genuine experience. However, companies in other fields can include scratch-and-sniff components related to their campaigns even if they are not speaking directly to a product. Of course, marketers should avoid having people scratch a bad smell at all costs.