Top Direct Mail Trends for 2016
The new year is right around the corner and with it comes new predictions. Marketing experts use their brain power, experience, and a slew of statistics to anticipate what trends—new or current—will be of particular interest once 2016 is in full swing.
Despite the longevity of direct mail marketing, there are always a few nuances that get thrown into the mix: a buzzword or trend that every marketer must pay attention to if they hope to drive traffic to their client’s brand. This year, some of the trends are emerging and gaining steam while others have been in place for some time now. We take a look at the top three that are bound to impact how most direct mail marketers do business.
You can substitute this word with “personalization” and end up with the same tasks. Customers today want—and in fact demand—to feel like whatever piece of marketing or communication they receive is specifically designed to their tastes; anything to the contrary risks losing them to another competitor for life.
Customization means that, in your campaign, you have taken the time to select the right audience, provide them with the right offer, and send that offer at the right time. This type of precision requires marketers do their homework beforehand to ensure these conditions are met. Psychographics—getting inside and studying the consumers’ mind—will be a trend that continues to rise in importance year after year.
Analyzing Multi-Channel Metrics
More and more, direct-mail marketers are combining their direct-mail campaigns with digital aspects. And while direct mail already has a straight-line system of analytics, businesses want to know the full scope of the campaign, including the significance of the digital efforts. Marketers will need to find ways to not only accurately arrive at these figures, but also to find a way to report these digital metrics in a manner that shows their impact on the company’s revenue. Businesses will be moving away from accepting likes and shares as legitimate returns on investment (ROIs) unless a direct line can be drawn to an increase in sales.
Considering Mobile Activity
This is an interesting trend and one that is just getting its legs. Mobile has, of course, become one of the dominant—if not the dominant—platform of digital consumption. Direct-mail marketers are aware of this reality and are devising ways to capture this audience and further reiterate the significance of their mailings.
Considering that targets are likely to reach for their mobile devices after being introduced to one of your direct-mail pieces, 2016 will see many more direct-mail marketers using mobile as a way to increase the number of possible touchpoints with a single consumer. Another development has been the launch of programs giving consumers a digital glimpse of what they will be receiving through the physical mail. Early results have shown this to have increased engagement.
It’s always somewhat difficult to predict what will happen from year to year, particularly considering the speed with which society has been moving over the past two decades. But these trends have been gaining steam, and they should be seen to come to prominence in 2016.
Macromark understands the importance direct-mail marketing can have on a campaign. We’ve been in the business for over twenty years and know what it takes to lead or initiate successful campaigns. For more information about the direct-mail services we can provide for your business, contact us today.
Black, K., “The Top 3 Direct Marketing Trends You Need to Account for When Creating a 2016 Direct Marketing Plan,” December 14, 2015 http://loyalty360.org/loyalty-today/article/the-top-3-direct-marketing-trends-you-need-to-account-for-when-creating-a-2
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