More than ever, direct mail marketers are incorporating QR codes, augmented reality, image recognition and digital watermarks into direct mail pieces — offering unique experiences and providing effective ways to reach a mobile marketplace.

According to a February 2013 report by IBIS World, direct mail marketing revenue is expected to grow 0.7 percent each year over the next five years to $13.6 billion. The report credits incentives offered by the Postal Service, nimble printing companies that expedite mailings and innovations that are merging mailpieces with digital media.

“Right now is a pivotal point for direct mail [which]…can do things it never did before,” New Products and Innovations VP Gary Reblin said in an article in Direct Marketing News.

For instance, augmented reality technology adds 3-D and other digital media elements to printed catalogs when viewed through mobile devices.

To further encourage the use of direct mail, the Postal Service is continuing promotions throughout the year offering direct mailers postage discounts when they incorporate mobile technologies such as QR codes with direct mail. “In the next five years, we’ll see more aligning of digital and direct mail together with things like QR codes,” said IBIS World Lead Analyst Kevin Culbert.

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