Data and Audience
Wondering how direct mail marketing trends are doing in 2021?
Even before the pandemic, it is difficult to forecast direct mail trends. But one thing’s for sure, it is still one of the most effective strategies small to mid-size businesses can use to improve lead generationiLead generation is a way to reach potential customers early, get them in your pipeline and then nurture, educate and communcate with them as a way to earn their trust and build a relationship until you convert them into a customer. Productive lead generation should result in increased brand awareness, new relationships, higher quality leads, and ultimately more sales. Comp... Read More.
In fact, though the volume of mail sent in the United States has declined year after year, the response rateiDirect response is a type of marketing focused on generating an instant response by encouraging the consumer to take a certain action which could range from calling a number to signing up for something or visiting a website. An infomercial is a great example of direct-response marketing. During any infomercial, the viewer will hear and see a toll-free number to call to pur... Read More has actually skyrocketed. Between 2006 to 2020, the number of snail mails sent has declined almost 50%—from 213 billion to 120 billion. But surprisingly enough, the response rate grew by 173 percent and the prospect list increased by 194 percent. And most people going paperless with their bills may have actually contributed to it.
With many companies offering digital account statements and online bill payment services, this has reduced physical mail clutter which provided a greater opportunity for direct mail. The logic is quite simple. The fewer mail received, the more attention is paid for each that is delivered.
Since most (if not all) things are digital now, there is a higher interest in receiving physical mail. Humans are instinctively drawn to tangible things and with getting physical mail becoming rare, it becomes more attractive. Consumers are then more likely to open and engage with the mail they receive.
So without further ado, here are the direct mail marketing trends to watch out for in 2021.
Direct Mail Marketing Trends to Watch Out For
Postcards are on the Rise
You might think that postcards are dead but they’re actually doing a lot better than you’d think. Postcard distribution has steadily been rising over recent years compared to other print formats.
One of the possible reasons why it grew in popularity is because postcards are smaller and have fewer words in them. The conciseness of the message becomes more attractive to the recipient making them more likely to respond.
Plus, postage and paper costs are higher for other printed formats. It’s definitely a win-win for marketers to use postcards instead.
Combining Direct Mail and Digital Marketing
You can’t possibly squeeze every bit of your offers’ details on your direct mailiDirect mail is the act of using the postal service to deliver promotional marketing material direct to a customer based on demographic information such as age, location or income. Direct mail pieces can include postcards, catalogs and other promotional pieces enables one-on-one communication with your audience, so you can control who receives the message and when they rece... Read More. This is why it still comes in handy to provide your recipients with your company’s digital information like a website, a social media handle, QR code, or anything they can type in on Google to search for you.
Not only does this cut the buying process in half, but it also confirms your legitimacy in your prospects’ eyes.
COVID-19’s Lasting Impact
Let’s face it. As much as we want to believe that everything would go back to normal even with the vaccine available, it won’t. The heightened awareness of the public regarding health and safety issues has impacted the search volume for key terms like contactless payment, face masks, stay safe, and virtual.
Marketers, including direct mail, have adapted by adding COVID-related messages into their campaigns and how their offers can help.
Increased Use of QR Codes
QR code use has been expedited thanks to the pandemic. It’s the best solution for contactless transactions and access even to the simplest things like menus and brochures.
By including a QR code in your direct mail pieces, you can give your prospects an easier way to access your digital information like a website. This is much more convenient than manually typing the information on the search bar.