The Future of Direct Mail Marketing
The very phrase “future of direct mail marketing” poses so many questions. Countless experts have wrongly predicted direct mail’s demise, yet it continues to flourish despite the increase in digital correspondence.
So what are the trends that have allowed direct mail to remain such a powerful and effective means of marketing? And what will direct mail marketing look like in the foreseeable future? We discuss a few of the possibilities below.
The prevalence of loyalty programs owes a big part of its success to direct mail. Many loyalty programs boast the ability to retain customers through a focused and ongoing direct mail campaign. It’s been a successful platform for alerting and rewarding customers of their commitment, and will be for as long as response rates stay high.
Luxury has become a large part of today’s culture, and marketers have taken notice. From items such as custom wine cellars to limited edition cars, marketers are using direct mail to promote products that appeal exclusively to those consumers who have more resources.
There are certainly cost savings associated with delivering smaller pieces, but oversized mail has become a common trend because it stands out. Marketing in any medium requires you find a way to stand out from your competitors, so look for this trend to continue.
Combination of Direct and Digital
It’s wrong to assume that digital marketing is in any kind of competition with direct mail. In fact, using the two in combination increases engagement and response rates. Many direct mail pieces are now foregoing the physical reply slips and directing consumers to their website or designated landing page instead. This trend will certainly grow in the future.
More Focused Targeting
Marketers are finally getting the message that they need to really narrow down their targets. Focusing your mailings means you can actually send out a smaller number of pieces and achieve higher response rates. Proper research into your targets is always the first step of any direct mail marketing campaign. Businesses are now seeing its benefits, particularly with business to business (B2B) mailings.
Another trend worth mentioning is that of digital brands using direct mail to target their potential consumers. Examples of this are financial technology (FinTech) companies that take advantage of this trend and gain huge returns. Banks and nonprofits also continue to be big users of direct mail marketing to recruit and retain clients. So, direct mail marketing isn’t showing any signs of slowing down.
Macromark has been involved in direct mail for three decades. We’ve been able to achieve our success and longevity in part because of our ability to adapt with new trends and technologies while maintaining a strong dedication to and belief in the foundations of direct mail.
Some trends become common practice, but many come and go. The key is to be able to decide which ones will work for your business. We can help you as we’ve helped hundreds of other businesses successfully engage their targets through direct mail marketing. Contact us for more information.