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Seamless Integration

Here are digital technologies that power direct mail’s role among your campaign’s channels, on and off-line

AUGMENTED REALITY (AR)

  • Transforms direct mail into an interactive experience through multimedia content that can only be viewed with a mobile or tablet device.
  • Engages tech-savvy Millennials, who are much more likely to use AR.
  • Directs voters to campaign websites, social media, or other digital properties to get more information, download an app, or watch a video.

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“SCANNABLE” QR CODES

  • Guide recipients to watch video clips, download mobile apps, or visit websites.
  • Drive to mobile sites to make it easier to quickly change or update content.
  • Deliver strong campaign metrics which can result in stronger ROI.

NEAR FIELD COMMUNICATION (NFC)—SHORT-RANGE WIRELESS TECHNOLOGY

  • Enables smartphones to detect NFC tags on direct mail.
  • Triggers instant digital content experiences.

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PERSONALIZED URL (PURL)

  • Delivers a URL unique to the recipient.
  • Facilitates a quick, direct response.
  • Helps track and gather data.

FOOTNOTES

  1. Richard Rushing, former senior director of digital strategy at agency Epsilon
  2. 2013 USPS Holiday Mail Campaign
  3. Pitney Bowes, “Getting ahead of the emerging QR Code marketing trend,” 2012
  4. Julien Gaudemer, “Mobile and online payment: NFC transactions estimated at 53.6 billion in 2018,” IDATE, July 5, 2014

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