Know Your Audience
Direct mail can be a great conversation starter for cross-media campaigns
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"If I like the color blue and you have a sale on items in your store that come in colors, offer me the blue ones. Really cultivate and utilize your database," Gould stressed.
If you intend to use QR Codes in your direct mail initiative, make sure they link to Web pages that are optimized for mobile devices. Websites designed to be viewed on a PC or a Mac will be difficult to navigate. Furthermore, try to make the QR Code on a mailing piece prominent. Last, but not least, always test the code to make sure it works before the mailing goes out.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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