AR Direct Mail, or Augmented Reality Direct Mail is the integration of Augmented Reality technology with traditional direct mail marketing. Activating AR experiences directly from the direct mail increases engagement and campaign ROI.
Direct mail items include things like postcards, letters, event invites and flyers. These items are typically sent by companies that specialize in Direct Mail. Augmented Reality activation QR codes can be incorporated into the Direct Mail design to launch AR experiences directly from the print marketing items.
Take for example the AR Direct Mail campaign from The Motley Fool. They sent out postcards with AR activation instructions to existing customers for the promotion of their new service offering.
The use of Augmented Reality within DM essentially creates a digital channel where one previously didn’t exist. This enables increased engagement with the Direct Mail campaign, while also providing analytics performance tracking, which is typically not possible with traditional non-AR direct mail.
One important consideration for AR Direct Mail is to make sure that your AR experience and activation instructions are very clear and eye-catching within the design. If recipients don’t see the Call-to-Action for the experience - they won’t get the chance to engage at all.