Overlooking the power of direct mail within your brand’s marketing strategy can be a tempting way to reduce marketing spend. But direct mail is not dead and it can be a great way to cut through the clutter to make connections and foster new opportunities.

With customers constantly being bombarded by advertisements in the online space, direct mail offers a way for brands to slip past all of the flashy ads and digital campaigns. With that in mind, direct mail remains a crucial marketing tool that should be in every brand’s toolbox–even with the rise of digital media. However, crafting an on-trend strategy for your direct mail campaigns is essential.

We’ve laid out some important direct mail trends for 2024 to help you ensure that your campaigns hit the mark and leave your target audience wanting more.

Trend #1: Follow the Data

Data is one of the most valuable tools a brand can have nowadays because it allows for the development of highly personalized direct mail strategies in line with the behaviors and interests of your target audience. It can be the difference between a campaign that wows your customers and one that falls flat and gets tossed into the recycling bin.

Ultimately, consumers want to feel like they’re getting a personalized experience with your brand rather than just being another address in your contact list, and data can make that happen. 65% of customers say they’ll stay loyal to brands that provide a custom experience, according to a study conducted by Salesforce. 

Another way that data can provide a seamless customer experience across direct mail marketing campaigns is by allowing segmentation. For example, you can send one type of mailer to customers who’ve made a recent purchase, a different one to customers who recently canceled subscriptions, and another to individuals you’re hoping to convert into customers.

Trend #2: The Same Old Mail, But Digital

Just because you’re sending paper mail doesn’t mean it needs to be your typical mailer–get creative by incorporating digital elements. For example, QR codes and custom URLs give customers an easy and direct way to engage with your brand. Additionally, augmented reality is expected to make its way into the direct mail space in a big way. By layering AR elements onto paper, you can increase customer engagement and make your mail more interactive in a memorable and impactful way.

Trend #3: Keep it Planet-Friendly

Today’s consumers are more environmentally conscious than ever, and choosing planet-friendly materials for your direct mail campaigns shows consumers that you care just as much as they do. There are so many options available today that choosing an eco-friendly material that’s both budget-friendly and works for your brand is a breeze. For example, recycling or thinner paper types can reduce environmental impact, as can choosing eco-friendly inks and printing methods that use fewer chemicals and less energy.

Another aspect of environmentally conscious practices to keep in mind is reducing waste. Be sure that all elements of your direct mail are recyclable. And remember to keep direct mail minimal and highly targeted to minimize waste.

Trend #4: Make it Intentional & Personal

By now, consumers are immune to the classic sales pitches in their digital and physical mailboxes every day–they want to feel like your company gets them. A considerable advantage of direct mail campaigns that’s often overlooked is that, unlike digital ads, there’s an opportunity to make campaigns highly personal. How so? Variable printing can be a great way to do this. It’s essentially like using an email template that automatically fills in the customer’s information, making each mail piece seem intentional and personalized with their name and other information.

Don’t be afraid to get creative with your direct mail. Think outside the box and get explorative with colors, shapes, and copy to grab your reader’s attention and make them feel you put effort into making your campaign meaningful. A great way to do this is through storytelling. Not sure what story to tell? What about how the brand was founded, what inspired the brand mission, a recent contribution you made to the community, or an event the brand recently participated in?

If you’re a smaller brand and can do it, handwritten notes can also show your customer base that you genuinely care and are putting in the effort to build meaningful connections.

Trend #5: Time Campaigns

Capturing key dates and pivotal turning points in a customer’s relationship with your brand is a great way to maximize the impact of direct mail campaigns and capture the attention of your target audience. Why not send customers a unique discount code and a card celebrating their birthday? Or send a thank-you note after a customer’s first purchase? While highly targeted campaigns such as this might seem like a hassle, it can go a long way in getting the results you’re looking for.

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