New Applications and Functional Print Make Mail More Engaging

An interesting session on Direct Mail Innovation & Best Practices took place Monday September 9.  The session panel was led by Janice Reese, Chief Engagement Officer at Network PDF, with insight and case studies on successful campaigns showcasing the power of integrating direct mail into a campaign utilizing mobile, augmented reality, and near field communications (NFC).

Steven Amiel, Vice President of EasyPurl (Booth 4462), shared a case study that illustrated the impact of tracking the USPS Intelligent Mail Bar Code to leverage a campaign. This allows users to create touch points across personalized URLs and mobile landing pages to provide a way for sales reps to see when the direct mail piece hits the household. Through the analytics, they can get feedback when the customer responds to a call to action.

Jason A. Howie, Director of Marketing with Gold Mobile, provided insight into how clients are using mobile and mail. He shared case studies from a healthcare client and a retail customer. The healthcare client had a 200% increase in enrollment with reduced outbound call center costs and increased evidence based results. Mail as a transaction with mobile engagement is the layer.

According to recent studies by InfoTrends, consumers increasingly prefer to receive brand communications through the mail. Personal communication has moved to cell phones, email, and social media. Transforming mail from a communication method into a transaction method is driving results. If you want to experience the Gold Mobile application text “Print” to 51684 and get additional information.

Tom Foti, Manager, Direct Mail, USPS (Booth 5427), shared an update on the success of USPS promotions to encourage mailers to integrate media and receive discounts on postage. Foti shared the success of these programs and highlighted several of the areas USPS is looking at for 2014 promotions. Research continues to prove that mail is still highly valued, and 72% of the youth surveyed would like to receive more personal mail.

Trevor Morris, Media Solutions Group at Quad/Graphics, showed some of the unique applications and campaigns Quad is creating for its customers. Morris provided live demonstrations of augmented reality and emphasized the importance of helping clients create a strategy and call to action as a foundation for using technology.

IDEAlliance is hosting the Integrated Media Workflow Lab in Booth 4877 on the show floor. A short tour is held hourly to help PRINT 13 attendees learn more about the opportunities they have to integrate content and print to help their clients communicate more effectively.