How to combine direct mail and new technologies to deliver highly personalised campaigns

We’ve all been impressed by a clever piece of direct mail, but consumers’ busy lives means they often put even the most creative of mailers aside for future reference and never get round to looking at them again.

Direct marketers need to make it easier for them to respond to mail on the spot – findings backed by OMD’s BrandScience study, which highlighted an impressive 62% lift in ROI for digital campaigns that included a mail element. If they’re going to respond, consumers want to be able to do so as quickly and as seamlessly as possible.

Linda Miller, creative communications manager at KYP, explores some of the latest digital technologies available – including Quick Response codes, eBridge and augmented reality – that allow instant interaction with consumers via everyday devices such as mobile phones and PCs. Using case studies that show innovation in action, she gives pointers on how to create a buzz by integrating direct mail with digital to produce highly personalised and  attention-grabbing campaigns that boost ROI and reinforce brand.