AR in direct mail: how it works without an app
The recipient scans a QR code, points their phone at the booklet and the print comes to life. No app, right in the browser, and you see per recipient who watched.
AR in direct mail (augmented reality) means print comes to life on a phone screen: the recipient points the camera at an image on the booklet or box, and a video appears that seems to play on the print itself. With Magiq Moments this happens in the browser, without an app. The recipient only scans a QR code with their normal camera.
Short answer: The recipient scans their personal QR code, taps start, allows the camera and points the phone at the print. The video appears on the booklet or box. Everything runs in the browser, and every step lands on the right contact in your CRM.
How it works, step by step
- Scan the codeThe recipient scans the QR code on the print with their phone camera. That code belongs to one person.
- The page opens in the browserNo app, no account. The recipient taps start and allows the camera.
- Point at the printThe phone recognises an image on the booklet or box, the target image.
- The print comes to lifeA video plays on that image, for example a personal message or a character that seems to step out of the print.
- Then a next stepAfter the AR experience a page opens with, for example, your calendar, a sign-up or a form.
- You see it per recipientScan, AR started, how much of the video was watched, and what was clicked or booked afterwards, on the right contact.
Why no app matters
Every extra step loses people. Hardly anyone downloads an app for one booklet. Because the AR experience runs in the browser, the threshold is no higher than scanning a normal QR code.
What if AR doesn't work?
If someone doesn't want to open the camera, the same video simply plays, without AR. So the message always gets through, and that view is measured too.
AR or a normal video?
| Video behind a QR code | AR on the print | |
|---|---|---|
| What the recipient sees | A video on the screen | A video that seems to play on the print |
| App needed | No | No |
| What you need | A video | A video and a high-contrast image on the print |
| What you measure | Scan, how much of the video was watched, clicks and meetings | The same, plus whether the AR experience started |
Tips for good AR print
- Choose a target image with plenty of contrast and detail, not a flat colour.
- Matte print works better than gloss, because gloss can dazzle the camera.
- Keep the video short and personal, and give one clear next step at the end.
- Put one sentence next to the QR code saying what happens, so the recipient knows why scanning is worth it.
Want to try it?
Request a free AR booklet with your name on it. You scan it yourself and see how a scan comes in. More about measuring in measurable direct mail.
Frequently asked questions
Does the recipient need an app for AR?
No. They scan the QR code with their normal phone camera, and the AR experience starts in the browser.
Which phones does it work on?
AR works in the browser of a smartphone with a camera. We test on iPhone with Safari and Chrome, and on Android with Chrome.
What if someone doesn't want to open the camera?
Then the same video simply plays, without AR. So the recipient doesn't miss the message.
What's the difference between AR and a video behind a QR code?
With a video behind a QR code you watch a normal video on your screen. With AR you point the camera at the print, and the video appears to play on the booklet or box itself.
Can we put AR on our own design?
Yes. An image from your design becomes the target image the video appears on. Pick an image with plenty of contrast; matte print works better than gloss.
What does AR in direct mail cost?
AR is included in every plan: the pricing page lists 'All experiences, including AR' from Free up. In the beta you are on the Growth plan without the monthly fee for the first 6 months, and you pay per recipient: from €2.50 down to €0.35 depending on campaign size. Print and shipping are quoted per campaign.
Can we see who viewed the AR experience?
Yes. You see per recipient whether the AR experience started, how much of the video was watched and what was clicked or booked afterwards.