What is augmented reality and how can it help direct mail?
While direct mail remains a mostly traditional method, marketers are increasingly finding ways to enhance mail with mobile and digital innovations that further engage customers and get them to respond. One of these developments is the use of augmented reality.
What is augmented reality? Basically, its the use of mobile and tablet apps or a webcam in conjunction with a mail piece. For instance, Deliver Magazine profiled how Moosejaw, an outdoor clothing company, developed its "X-Ray" app to be used with a direct mail catalog. Once the app has been downloaded, users can hold the tablet or mobile device over a picture of a model, and on the screen, a new picture is revealed that shows what the model is wearing underneath his or her clothes in the original print issue. Risque maybe, but a definite way to engage the audience with an exciting, interactive and new way to look at direct mail.
Augmented reality can not only help businesses craft fun ways to reach customers, it can also help them save money. As part of its recently announced promotions calendar, the U.S. Postal Service said it would run a special promotion on emerging technologies in August and September of 2013 that includes a postage discount for mail that makes use of augmented reality.
Businesses can also utilize additional ways to save money on direct mail by using address verification software that ensures augmented reality-enhanced direct mail isn't wasted on incorrect addresses.