Imagine a world in which you can log in to your postal mail account from work and see scanned versions of what’s sitting in your mailbox at home? The U.S. Postal Service is already testing such a service in New York. What it could mean for marketers is an even better return on direct mail.
Gets around gatekeepers.
The USPS Household Diary Study, 2012, says 79 percent of households either read or scan advertising mail sent to their homes. But it doesn’t say who is reading or scanning that mail. It could be your child whose chore is to collect the mail. It could be your spouse who doesn’t care for clutter. Now, with digital mail, every adult in the household who supplies an email address can log in and see a scanned version of the mail. So if special offers have often been filtered out by your mailbox gatekeeper, those will no longer be missed.
Simplifies the CTA process.
Any good direct mail piece has a call-to-action (CTA), directing recipients to a phone number or website to sign-up, enter now or get a promotional deal, for example. If targets view scanned mail on their computers at work—sitting next to their desk phone—it’s much easier for them to easily jump to a CTA site online or pick up the phone from work, taking advantage of the moment. That’s a much easier path to CTA conversion than hoping targets remember to call later when their kids are wondering, “What’s for dinner?”
Stores information in one place.
Mail can get piled here, there and everywhere at home, but online, digital scans of mail pieces could reside in one single location. Forgot to sign up for a seminar you were interested in? Instead of tearing apart the entryway in search of that physical postcard, simply log on and click to sign up.