When was the last time your direct mail asked someone to do something before it asked them to buy something?
- Pull this.
- Peel that.
- Open here.
- Scratch this.
- Spin the wheel.
- Lift the flap.
- Keep unfolding.
- Pop this up.
There is something wonderfully different about marketing you can physically interact with. Instead of simply looking at a message, the recipient becomes part of the experience. And that can buy you something every marketer wants: more attention.
The trick is making sure the interaction isn’t just a gimmick. The best interactive direct mail uses movement, discovery and surprise to help tell the story, reinforce the message and ultimately drive response. So, let’s play.
Pull It
Pull tabs are simple, but they can create a great before-and-after moment. Pull the tab and an image changes. A message appears. A problem becomes a solution. Something moves.
Best for: Automotive, home improvement, healthcare, financial services, product launches and any campaign where you want to demonstrate transformation.
Example: A window company could show an old, inefficient window. Pull the tab and it transforms into the new replacement window while revealing potential benefits and an offer for a free estimate.
Why it works: The recipient causes the change. Instead of telling them the story, you let them reveal it.
Peel It
There is something almost impossible to resist about a sticker or removable label that says PEEL HERE. You know you are going to peel it. Use that curiosity. Underneath could be an offer, personalized message, prize, QR code or the next part of your story.
Best for: Retail, restaurants, loyalty programs, fundraising, events and promotional campaigns.
Example: A restaurant mails a piece with three peel-away circles: Dinner? Drinks? Dessert? Each reveals a different offer, but one encourages the recipient to bring the mailer in to redeem a special bonus.
Why it works: You’re turning the offer into a discovery rather than simply printing it on the front.
Read the rest of this article on Printing Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
