Wednesday, March 9, 2016

When Mail Budgets Hold Steady, Innovators Spur Ahead

In a marketing landscape of digital growth, direct mail spending is holding its own, with 69% of marketers planning to increase or hold steady 2016 direct mail budgets, according to Target Marketing magazine's annual "Media Usage Survey." But direct mail success isn't guaranteed by simply staying the course, and marketers who want to break away from the pack can look for inspiration from a recent post by Tech.Co, a media company and events organization for startups, entrepreneurs and tech enthusiasts, which suggests five innovative ways to use direct mail in 2016, including some real-life examples. Tech.Co's five areas for mail innovation: 1) use Augmented Reality (AR) apps to give 3D reality to products via videos and demos (or consider other mobile-enabled options like QR codes and Near Field Communication); 2) leverage free incentives and sampling opportunities, with eye-catching examples from the archives; 3) wow with great copy, as showcased by the D&AD agency's decade of award-winning examples; 4) grab mailbox attention with innovative design, going beyond No. 10 envelopes and postcards to oversized, dimensional or interactive mailers, as illustrated by a recent World Water Day piece only readable when wet; 5) finally, and most important in a digital-dominated marketing world, integrate direct mail into multichannel campaigns, avoiding the tendency to silo by channel. For the post and its examples, go to

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