While everyone is worried about their next email blast or social media post, you’re gearing up for your next direct mail campaign. You’ve mastered every front of marketing: social media, display ads, email, web content, sponsorship, and more. You even understand the power of direct mail as a marketing technique. You also know that trends change and consumer preferences aren’t static. So in an effort to create a well-rounded campaign that tailors to the present customer, you educate yourself on direct mail marketing trends.
For 2019, here are some of those trends:
When it comes to your design, you should keep it sweet and simple. For example, lose the clutter and long paragraphs telling about you or your company. Rather implement strong call to actions or offers. A strong call to action statement will increase urgency from your prospect, which will increase response rates. Your design and offer need to be relevant to your audience and speak to their needs. During the design phase, you should leverage variable data components to make your campaign more relevant to the recipient. For instance, consider using the recipient’s name or company within the messaging or the use of attractive images and colors that speak to your intended audience.
Just because it’s direct mail doesn’t mean you can’t utilize technology. With applications such as augmented reality, you can create a completely new virtual world in which to advertise. If that isn’t a direction you want, or are willing, to go then consider at least bridging the two worlds. Placing QR codes or personalized URLs on direct mail can make it easy for consumers to use their technology to reach your company. Since 66% of people are more likely to use a voucher or coupon if they have a physical copy, presenting them with one and then directing them to your site is the perfect way to expedite a transaction and allows your customer to respond how they want to, when they want to.
In the past, the normal strategy was to mail out as much as you could afford to, blanketing an area, whether it was relevant to the addressee or not. Currently, advertisers and direct mail marketers are creating more specific, tailored lists of clientele. This means less blindly mailing in bulk and more targeted demographics. With Variable Digital Printing technology, you can customize each piece of mail to suit the addressee as well. Many digital printing companies can offer you VDP services.
Trends will always change, but that doesn’t mean you should ignore them. Success isn’t accomplished by doing something once and never doing it again. Rather, it comes from a perpetual cycle of evaluation and action. To be successful in marketing, utilizing trends is key.
Looking to change digital printing companies, or find one that can handle your next campaign? Call us today.