Want to Better Track Your Direct Mail’s ROI? Here’s How.

There’s no denying it.

We’re living and working in an information revolution. Here, content is king and, as marketers, advertisers, PR professionals, and brand managers, if we can’t get the attention of our target audience immediately (often through social media or websites) it’s time for a new plan.

But in our constant pursuit of clicks, likes and retweets, successful marketers must look past relying solely on digital content to deliver their messaging. Instead, this “revolution” creates an opportunity to develop fully-integrated campaigns that blend print and digital.

This is why the web key is becoming a powerful marketing tool.

Web keys are unique in that they link both physical print and digital media. Aside from their size, which marketers can integrate into brochures, mailings or handouts, these small, palm-sized (or smaller) tools allow you to track who is actually interacting with your marketing.

NetApp used the above pop-up cube to deliver information about its Flash FAS product. The bellyband, which held the cube in place, featured an embedded paper web key that users could insert into their flash drive to learn more about the product and to receive a demo.

So, how do they work?

Similar to a USB flash drive, a web key plugs into the USB port of a computer and is able to direct users to a specific landing page or company website, where you have the best chance of turning a prospect into a customer. Web keys are also incredibly cost-effective because they’re already built into your marketing. Plus, at Structural Graphics, we’ll provide you with campaign analytics to help you learn who is visiting your site, for how long and what they’re interested in.

Nationwide Insurance used the above pie box mailer to deliver information about CareMatters, its long-term care product, to agents nationwide. Inside the box was a double-layered pie made out of paper that delivered different information as you turned the upper layer of the pie. There was also a brochure and a web key inside the box that drove agents to a unique landing page, specific to their agency, where they could learn more about this product.

In today’s digital space, there are so many messages competing with yours. Contact us to make sure yours isn’t getting lost.

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