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Emerging direct mail trends
No marketing channels are static, and the same holds true for direct mail. While this channel is still effective for attracting new customers and reconnecting with previous clients, you can't keep doing the same things without first testing campaigns. According to the U.S. Postal Service and the National Postal Forum, marketers need to be aware that direct mail comes with its own set of challenges and understand and embrace them for continued success with this medium. Multichannel marketing strategies are gaining popularity, but they come with new hurdles to overcome.
One of the reasons direct mail is still a relevant advertising medium is because it enables a high degree of creativity. You may need to increase your efforts to be produce more unique postcards and letters because this will help customers remember your message. However, you don't need to overthink it. When it comes to mail, you don't need to try to beat television or Internet advertising, the article said. Your mailer needs to stand out against the other contents in the mailbox on that day. Color and imagery can help you create a more memorable piece of mail.
How to adapt to new developments in direct mail
Another major trend in direct mail is functionality. Because multichannel marketing is gaining popularity among consumers, people increasingly want to receive communications from brands that integrate with other promotional efforts. Having a call to action is fundamental to campaign success. One way that marketers can better prepare for cross-channel integration is creating prompts that relate to smartphones or the Internet. For example, you can include QR codes on postcards so recipients take action with their mobile devices.
In fact, the USPS has made shifts to create a better experience for customers while boosting functionality, the source said. Customers can order products from their mobile devices and have them sent to their exact locations, which saves them some time. USPS has also given shoppers better ability to track their packages in real time. Marketers can use these developments to gain better insight into their campaigns as well.
Data accuracy will matter more to keep direct mail relevant
Postage costs are rising, and this may make some companies want to steer away from direct mail, according to IWCO Direct. However, this medium is still useful and can generate a high return on investment when done properly. To do this, it may be worthwhile to invest in address correction. Businesses that utilize direct mail on a regular basis need to ensure that the quality of customer information in their databases stays intact. Over time, prospects may change addresses or data-entry errors can occur. With increased costs, you don't want to be sending mailers to the wrong addresses or customer segments.
Address validation can help you improve ROI because postcards and letters will reach their intended destinations. You don't have to contend with inaccurate contact data. This ensures your campaigns are targeted to a specific audience, allowing you to make the most out of your direct mail budget.
