Technology is the way of the future—or is it?
There’s no doubt that the digital world makes it easy to connect with people, but does that mean direct mailing services are irrelevant?
Absolutely not. 77% of Millennials take the time to read any direct mail advertising they receive. And direct mail requires 21% less brainpower to process than email—something everyone in our digital age can appreciate.
If you have a direct mail manager, you’re probably up to date on the latest trends from last year. In case you don’t have one (yet), here are 3 important innovations in direct mail from 2019.
1. Retargeted Direct Mail
Imagine if you could see what your target customers are doing online. Imagine you could track their email, social media, and web browsing usage to see what they’re most interested in.
Now imagine you can use that information to send them highly personalized direct mail within 24 hours of those initial actions.
Sound like science fiction? As of 2019, it’s reality. In as little as 12 hours after digital interaction, you can create a personalized piece of mail to send directly to the user’s home.
This hyper-targeting allows you to reach your potential customers while your brand is still fresh in their minds. No wonder the current ROIs for these campaigns average nearly 30%.
2. Informed Delivery Notifications
What if you could combine your digital marketing and direct mail strategies? USPS is now offering informed delivery notifications that allow you to do just that.
Customers can access a daily “preview” of their incoming mail—including your direct mail. They can view an image of their mail’s exteriors from an app, email, or online dashboard.
But wait—it gets even better. You can include digital content as part of your campaign, allowing them to connect to your website, app, or social media pages. They can do all of this before they even receive the physical piece of mail.
This powerful one-two punch gets your brand in front of customers up to three times before they ever open your envelope. Imagine how your conversion rates could soar with this new technology!
3. Informed Visibility Tracking
A final innovation we love from 2019 is the informed visibility tool from USPS. It allows you to track every piece of mail from barcoded envelopes to bundled packages.
Why is this important? You’ll know exactly when your mail has been delivered, allowing you to coordinate the timing of your marketing efforts.
You can use this delivery information to plan the best time for paid ads and other marketing tactics on Google and your social media channels. This ensures your campaigns are both timely and perfectly optimized for maximum conversion rates.
Do You Need a Direct Mail Manager?
As a savvy business owner, you might be tempted to tackle your own direct mail campaigns.
Wouldn’t it be better to enlist the help of a professional marketer who understands the latest trends? If you want to reach your direct mail campaign goals, our direct mail managers can help you get there.
Click here to learn more about our direct mail marketing services and how we can help your company grow.
