3 Direct mail campaign trends 2017


Direct mail continues to be a central piece of the conversation on print marketing, perhaps because so many believe it to be going out of trend. In fact, it might be the novelty of receiving physical mail that continues to propel direct mail to success.

To make the most out of your direct mail campaigns this year, it’s important to stay on top of the trends. One marketing trend analysts have predicted for this year is omnichannel marketing. Omnichannel refers to customers using multiple channels to purchase products. Retailers especially will see customers beginning the purchase process on one device and then completing it either on a different device or in store.

The rise of omnichannel marketing benefits direct mail because one of direct mail’s biggest strengths is driving results through other channels. Direct mail campaigns often push receivers to action, encouraging them to shop for new products online or travel to the physical store to see what’s new. Here are a few other trends we’ll see in direct mail this year.

1. QR codes

One way to personalize direct mail is to include personalized QR codes. When scanned with a smart phone, the QR code will take customers to a landing page on your website. Change the QR code depending upon your target audience and the type of mail you are sending. Then, feel free to switch up the content on the page so the content each person receives is different each time they scan the code and browse your page.

2. Dimensional mail

Though it might cost more, one way to surprise your customers via direct mail is to think outside the flat envelope shape. Design your mailers in a unique shape such as a box, bottle or tube. Not only does this form of direct mail have a higher response rate than regular mail, it is memorable and more likely to be opened than a traditional flyer or business envelope.

3. Variable printing

Variable data printing, also called personalized printing, offers customized, targeted encounters with potential customers. This makes it an especially powerful and effective marketing option. Variable elements can include text, graphics, photos, colors and more. Variable printing direct mail is a great way to help your campaign stand out from other mail your audience may be receiving. And with the recent rise in popularity, variable printing has become more affordable for any sized business. We’ve written more about variable printing here.

Use these three trends as a guide as you craft you direct mail campaigns this year and you’re sure to see success. If you’d like to revamp your direct mail designs as well as your strategies, get in touch with us for all your print design needs! We’d love to create something fresh and unique for your company.

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