2014 was a great year for the direct mail industry. Not only did we see vast number of companies re-introduce direct mail into their marketing mix but we also saw it generate high ROI.
Wondering what’s to come in 2015? Below we’ve shared a quick overview of some of the top direct mail trends expected to emerge over the next few months…
Segmentation will continue to be a key focus of direct mail marketers in 2015. The aim is to determine how we can leverage data and technology to develop better targeted and more relevant messaging for consumers. The trend for increasing segmentation allows brands to vary their marketing messages whilst having a minimal impact on costs and production.
On the subject of created targeted mail, another key trend in 2015 will be the personalisation of direct mail. If you want to make the right impression on your customers 2015 and beyond, personalised mail is the way to go.
The great thing about personalised direct mail is that it really connects with the customer and makes them feel valued. Including unique offers is also a great way to entice them to complete the call to action. Use your data analytics to get to know your customers better so you can find out their likes, dislikes and the products they’re interested in and use them to better target your direct mail campaigns.
New figures from eMarketer show the worldwide number of users of smartphones will rise to in excess of 2 billion during 2016.
With this in mind, it’s now more important than ever to start integrating your direct mail campaigns with mobile-related technologies like QR codes, NFC and augmented reality.
These technologies allow brands to effectively build a bridge between the physical and digital world, enabling consumers to enjoy a seamless, integrated experience. Direct mail technology integrations also help to increase engagement, drive conversions and provide marketers with valuable data regarding their customers’ behaviour, which the y can use to improve future campaigns.
We’re predicting that it’s going to be a really exciting year for the direct mail industry and are looking forward to seeing what’s to come. Although the industry will always face some challenges, we believe that direct mail will continue to grow in 2015 and regain its position as the primary driver of leads and conversions.
To keep abreast of all the trends in direct mail and print keep reading our blog! If you ever have any questions please do not hesitate to contact a member of the team here at Baker Goodchild.
Image Credit: Charles Crosbie