- The massive shift to digital ads doesn’t mean that direct mail marketing doesn’t produce results. In fact, direct mail is alive in 2019 and working as well as ever. This article reviews the direct mail marketing industry and uses the latest data to prove that mailboxes are great places for ads. Direct Mail Marketing.
- The Ultimate Direct Mail Guide: Direct Mail Marketing in 2020 The Ultimate Direct Mail Guide is an informative, easy-to-read guide to how to succeed with Direct Mail. Direct Mail is an extremely powerful marketing tool that can help you grow your business and boost sales.
- Cross Promotion Via Different Marketing Channels. For any marketing campaign to be successful, it.
What direct mail trends are ahead in 2021?
4 out of 10 US citizens look forward to checking their mailbox. People still get excited when they.
Well, 2020 didn’t exactly turn out like anybody thought it would. So keep a grain of salt handy.
The continuing COVID-19 pandemic, a crashed economy, and a controversial new postmaster general all contributed to the most uncertain and turbulent year in decades for the postal world. It’s safe to say that barring another major disaster, the year ahead will center on finding and creating paths to recovery and rebuilding for businesses, nonprofits, consumers, and their households.
Here are some direct mail trends for 2021.
1. Postal Reform? Maybe.
Overall mail volume is down from past years in USPS First Class and Marketing Mail, though both have made up a lot of ground from the sharp declines in the second quarter this year. Package delivery, fueled by ecommerce over much of the last decade, has provided much-needed revenue as costs increase.
Still, long-term challenges haven’t gone away. Postal reform is badly needed. Past measures have died in recent Congressional sessions, as did the Trump administration’s plans for massive changes to USPS. But prospects really won’t become more clear until we see which party controls the U.S. Senate after the 2 runoff elections in Georgia on January 5.
Now is really a great time to make it happen, though. COVID-19 has made a lot of people realize the crucial roles of postal workers in delivering essential supplies and keeping our communities – and the nation – together in difficult times.
2. Postal Promotions? Definitely
I’ve said it before and I’ll keep saying it because it’s true: mail isn’t dead, it’s transforming into a channel that plays well with others in ways that make sense. One good way to achieve this goal is to take advantage of USPS’s promotion discounts.
This is an entire program that gives mailers a 2% discount for incorporating new and emerging marketing and printing technologies in mail. In 2021, the promotions will be:
- Tactile, Sensory and Interactive Engagement
- Emerging and Advanced Technology
- Personalized Color Transpromo
- Mobile Shopping
- Earned Value Reply Mail
- Informed Delivery
Keep an eye out for more about all of these in a future post.
3. Getting More Personal
2020 Direct Marketing Mail Conference
More personalization in your direct mail has always been a good thing to strive for. But more and more, it’s also becoming a necessity. As I noted earlier, postage costs continue to increase. Now add printing costs to that. This is not one of those direct mail trends that will get upended by events. But that’s OK – what you have is a great case to mail smarter in 2021.
Variable Data Printing (VDP) lets you use all of that data you have on customers (or data you should have) to engage with them 1-to-1. Your offers, charts, copy, and images can all be powered by your data. Paired with a strategy of focusing on your best performing segments, it will result in campaigns that are more customized – and relevant – to your customers.
4. Adapting in 2021
We know that new vaccines to prevent COVID-19 are on the way in the months ahead. But in the meantime, what’s happened to our economy, and what does this mean for mail moving ahead?
Let’s acknowledge that many of the changes that were forced by COVID-19 were inevitable. More technology, work-from-home, virtual conferences, e-commerce – all were simply accelerated by the pandemic. Don’t expect much of a rollback.
Instead, look for the opportunities.
Yes, real estate is hot in many areas, due to demand and near-record low interest rates. Besides that vertical itself, consider all of the products and services that have seen increases in direct mail and multichannel efforts:
- Home improvement
- Home healthcare/telehealth
- Delivery/Shopping Services
Wrapping it up
The challenges can seem pretty frustrating. With some sectors of the economy in an on-again, off-again mode for the next few months, it can be difficult to think about where to start.
Everyone wants an affordable, predictable, and sustainable mailing environment that lets them reach audiences while producing a great ROI.
It’s important to take a long-term view of your marketing strategy. While we all wait on the policymakers to come together on plans that enable us to have a more dynamic marketplace, look for ways to improve every aspect of your direct mail campaigns.
At mailing.com, our postal experts can help you put together a complete and cost-effective direct mail campaign – from planning to printing to mailing – to accomplish your goals quickly.
Drop us a line or call us! We’d love to show you how to put mail to work in your next campaign during the year ahead.
Direct Mail Marketing Trends In 2020
While sending an email is as easy as “click and send,” physically holding something in your hand envokes a very different emotion. According to The Data & Marketing Association, in 2016, the direct mail customer response rate increased by 43%, and it has continued to grow through 2018. Additionally, the prospect response rate increased by 190% compared to prior years.
In a world of digital everything, these stats might be a bit surprising. However, direct mail can be a huge bonus for your business and those you aim to serve. We’re breaking down how effective direct mail marketing is in the digital age, and five reasons your business should incorporate it into your marketing plan.
5 Reasons Direct Mail is an Effective Strategy for Your Marketing Strategy in 2020
1. Direct mail allows businesses to target their customers more precisely than digital.
How often do you check your junk or spam folder? Probably never. This is where your emails might end up, and it’s also the reason your open and delivery rates are not what you think they should be. Yes, targeting your audience digitally is “easier,” and of course, you can segment your lists, but for direct mail, tools like the Every Door Direct Mail UPS feature allow you to control your audiences by targeting their physical address and learning additional information about your locations. For example, if you’re a fashion brand, the northeast may favor colder weather fashion than your customers in places like Florida during the winter months. But more importantly, you have physical targets like addresses that you can rely on versus trusting the sometimes obscured digital targeting that spaces like social media may give you.
Additionally, with direct mail, it shows up in their mailbox—not their inbox—and people are more likely to open it since they have to physically touch it to remove it from the mailbox. Again, since you can pull addresses in so many different ways, you can target more potential customers instead of relying on them to sign up for your emails in the first place. And let’s be honest: Isn’t it kinda’ fun to get mail that’s not a bill? And when you apply all your digital graphic and visual know-how to your direct mail, you’ll have customers excited to see what it’s all about as soon as they see it in their mailbox.
Is Direct Mail Marketing Illegal
2. Direct mail complements your digital campaigns. Since it’s optimal to involve as many marketing tools as possible to attract the most customers, direct mail is an important marketing mechanism you don’t want to leave behind. It’s easy to marry your direct mail with your digital marketing, creating a marketing match made in heaven. For example, you can send out a direct mailer with your sales campaign, include a scannable code to a website or video that further explains your campaign, this website or video can ask the customer to do something related to the campaign, and lastly, invite customers to post something specific on social media using a certain hashtag. The more involved you can get your customers, the better, and their involvement can actually increase your marketing reach! Win-win!
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3. Direct mail gives you more creative options. What business doesn’t want their marketing offerings to be as memorable as possible, grabbing a customer’s attention from the get-go? With direct mail, the creative possibilities are pretty much endless. You can incorporate custom folds, die-cuts, scannable codes (like we talked about above), coupons for discounts or even free items, special coatings, pop-ups, different textures, hidden messages, smells, maps…the options are only limited by your creativity. And here at Hygrade Marketing, we can work with you to become a Visual Marketing Master, so click here to see our vast list of direct mail offerings and other marketing products.
4. Direct mail is becoming less common, so it’s less saturated than the digital space. Since a lot of businesses are choosing to forego the direct mail route and opt for more digital-based marketing instead, your direct mail can really stand out when it appears in your customer’s mailbox. As can happen with digital marketing, your direct mail won’t get lost among the many emails vying for attention in your customers’ inboxes, and again, the more visually pleasing it is, the better as far as engaging customers in your direct mail campaign success.
5. Direct mail doesn’t age discriminate. Whether your customers are in their twenties or in their nineties, you can reach all of them through direct mail. Everyone has a mailbox, so you already have a captive audience, so to say. And with digital marketing, it’s more difficult to target a certain age group—the older folks, for example, who might not be as tech-savvy, and you’ll need to change up the same digital marketing piece to reach different demographics (Facebook vs Instagram vs TikTok and so on). With direct mail, you can target all age groups with one mailer, saving time and resources.
What Is Direct Mail Marketing
Want more information on how we can help you up your direct mail game? Fill out our Contact Form, and we’ll work with you to create direct mail products that will WOW your customers the minute they see them in their mailboxes!