Birmingham-based direct mail fulfilment and print management services provider, bakergoodchild, is advising marketing agencies and designers to consider the addition of technology when it comes to thinking about their direct mail or printed marketing campaign collateral for 2018 to achieve the best results. 

According to the mail fulfilment provider, the use of technology such as QR & PURL codes or the addition of USB Web Keys and Google AdWords can all help to achieve best response rates and drive traffic to e-commerce websites. 

A Quick Response (QR) code is a simple 2D barcode which is used to provide users with extra content. A recipient can then quickly scan the QR code that is on a Direct Mail item or marketing item with their smartphone, tablet or mobile device and be taken directly to online content. They are also an uncomplicated way to track a user’s behaviour patterns.

A PURL (Personalised Uniform Resource Locator) is a webpage or microsite that is tailored to an individual visitor. PURLs work by linking to a database containing information about each potential visitor, so a receiver could be invited to visit their own personalised webpage via a Direct Marketing or Mailing communication. Both the above items when added to a marketing campaign or collateral can improve response rates, add measurability via tracking and encourage responses based on a personalised approach.

At the same time, the use of a USB drive within a Direct Mail campaign can also provide excellent response rates, by being personalised with content and information specifically for the recipient, which again can allow the individual responses to be tracked. USB web keys are inexpensive and easy to use. Consumers can just plug the pre-loaded device into their computer to gain access to their exclusive content. They also make Direct Mail or marketing campaigns more interactive, are compatible with all devices, and allow companies to instantly track responses to their campaigns.

By integrating Google AdWords into a Direct Mail campaign can drive consumers and traffic to a website which contains Google remarketing codes. The consumer can then be sent a PURL via another piece of Direct Mail literature, which will also contain Google remarketing, and then businesses pay when the consumer visits the site. Traffic can also be tracked, and Google will then display follow up advertisements for the recipient. Content must be specific, targeted and exciting, with clear messaging, but the benefits can all hep to improve sales and promote awareness of the clients’ brand or messaging.

Commenting on the response that can be achieved by combining technology with printed direct mail or marketing collateral, bakergoodchild Marketing Manager, Mohammed Pandhair, stated, “The use of modern technology can provide enormous benefits for agencies and marketers. Campaigns can be more targeted and consumer specific, responses and hits to websites can be instantly tracked, and followed up, and awareness of the clients’ message is also instant. By combining technology to your direct mail or marketing campaign you can really add a twist to your message.”

More advice on this subject can be found on bakergoodchild’s website at; https://www.bakergoodchild.co.uk/infographics/

Located on a secure industrial estate in Aston, Birmingham, the new premises are equipped with dedicated loading and delivery areas, staff, and customer parking, as well as providing easy access to the major motorway networks.

In November, last year the company unveiled its new corporate identity, together with a new website. The website can be viewed at www.bakergoodchild.co.uk

bakergoodchild currently provides print, mail, and postage services for a variety of national and international clients, mailing both across the UK and overseas. 

Being an independent specialist provider of bulk mail fulfilment and postal services, the company has invested in specialist bespoke mailing solutions and software, which enable them to be at the forefront of using modern technologies within print for direct mail marketing campaigns. 

Based in the heart of Birmingham, close to the city centre, bakergoodchild is a privately-owned company with extensive experience in providing print, mail, and postage solutions, throughout the UK and Internationally.

For information on the services bakergoodchild provides, please visit their website (www.bakergoodchild.co.uk) or call 0800 612 1972.