Direct mail marketing has more than held its own through the rise of digital marketing. In order to remain relevant, marketers must continue to look ahead for future trends. We’ve been paying attention, too, and we’ve learned quite a few things. To help you plan your direct mail campaigns in 2015, here are a few things that will definitely happen—and a few things we’d love to see.
Potential postage increase in 2015
Though postponed through at least the beginning of the year, postage rates will likely increase in 2015. Of course, postage increases affect direct mail marketers in huge ways, no matter how slight the rate increase may be.
The price hike should convince direct mail marketers to mail smarter instead of harder. Personalized marketing that touches the buyer’s heart, mind, and wallet is the best way to see a return on the investment. Fortunately, we see greater opportunities for personalization in the New Year.
More personalization as access to data grows
Big data is a real thing, and businesses are finding more and more ways to gain access to customer information. The more you know about your customers, the better you can tailor marketing campaigns for each individual.
If you think that creating marketing direct mail that touches on a specific household’s wants and wishes is a little too personal, consider this: 86% of consumers say that personalized marketing has influenced a retail purchase. Obviously, buyers want you to know them.
Knowing your buyers gives you the ability to participate in another of the predicted trends for 2015. Brand storytelling is a great way to reach buyers on several levels, most notably logic and emotion. Print marketing should include more brand stories in the coming year, from testimonials from real buyers to full marketing campaigns.
Buyers are looking for relationships, which means they look for something real. Your brand stories should work to foster these connections with your buyers. You can give them something to hold, to keep, when you send direct mail.
Greater integration with digital marketing
There is no denying that digital marketing is a powerful tool, even if it can’t quite match the effectiveness of direct mail. The savviest of marketers will incorporate both into a healthy marketing strategy rather than trying to replace one with the other. In 2015, you can do this by including information about your digital properties on your direct mail pieces. For instance, always include your website address. If you’re planning to track opens and conversions, make sure each recipient receives a unique landing page address.
You can also give your buyers a chance to talk back if you include your social media information. Give Facebook page addresses, Twitter handles, and any other platforms you may use. This is the best way to keep the conversation going and perhaps even build brand advocates.
More focus on female consumers
In 2014, we learned that women are responsible for 85% of household purchases, whether they spend the money themselves or influence the purchase through someone else. It’s increasingly clear to marketers that women have serious buying power, and they’re the gatekeepers to the family budget.
Because of this, we’re certain to see more direct mail marketing focused on female consumers, from healthcare to automotive, and everything in between. This also means that marketers must really step up their game and get to know the women responsible for these purchases, since 91% of women still feel that marketers don’t understand them.
With these predictions in mind, we’ve been preparing for the New Year. If you’re ready to grow your business, trust us to guide you through the coming changes.