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Crossmedia

Combining interactive print and direct mail

A print advice service, Profitable Print Relationships, has commented on the use of interactive print as a way to enhance revenues and consumer interaction.

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An Australian rugby club used interactive print to engage with members and increase revenues

The company has used research into consumer marketing and a case study in how print companies can embrace direct mail and digital solutions.

Research from Hubspot shows 35% of marketers send customers three to five emails per week, leading many potential customers getting overwhelmed. 

With the increase in e-mail frequency, founder of Profitable Print Matthew Parker says it is becoming far easier for messages to not get seen. 

Direct mail stands out far more to recipients, with research from JicMail showing that a piece of mail can stay in a household for an average of 7.4 days, with 9% of recipients more likely to visit an advertiser’s website. 

This is where interactive print can be used to attract customers and take preferred actions such as sharing data with businesses. 

The method implements augmented reality by inspiring the audience to do more, and as suggested, interact with the media, creating a personal and inviting process. 

One example was when a printing company used interactive birthday cards to combat declining membership in an Australian rugby league club, along with its associated revenues. The birthday card meant scanning a QR code within the card to receive a hologram-like birthday message from players in the club.

Thanks to this and the discount code on merchandise the club saw that 82% of members engaged with the cards, with the click through rate at 327%. 

Since, the club membership decline has slowed by over 60%, and online revenues have increased by 22%. Parker writes that the club has now implemented this technology into posters and banners, along with fridge magnets that members can scan for updates and new offers. 

On the affordability of a campaign like this, Parker adds: “Interactive print software has now developed to the point where it is now available at an affordable SaaS level. In addition, some software allows users to create their own campaigns without the use of expensive experts. 

"Campaigns do not have to be complicated to create. The video element of this promotion was implemented in just three minutes.”

If you have any news, email david@linkpublishing.co.uk or join in with the conversation on Twitter and LinkedIn.

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