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With the dawn of the internet, advertising as we knew it rapidly changed. Direct Mail suddenly had a lot of competition. Decades after its invention, direct mail advertising is still going strong, but things are constantly changing. With that in mind, what is the future of direct mail?
The good news is that direct mail marketing is still as strong as ever. Direct Mail marketing has changed and evolved just as the rest of the advertising world has however, and staying on top of these trends is important. This article is aimed at looking and emerging trends and innovations in the field.
Gone are the days of a generic flyer sent to everyone within a certain zip code. Today’s marketing is tailored to the individuals they are being sent to, with AI generated advertisements based off of data on that individual person taking the lead.
Advertisements on pet stores can be sent specifically to people known to have pets, business specific advertisements sent to those with businesses, and more.
Tailoring a message to target those who are more likely to be interested is crucial to improving the importance of a message. After all, there’s little point in advertising your B2B to someone who doesn’t own a business.
By targeting only those likely to be interested, you can improve response rates to your direct mail campaigns, and get more mail in the hands of people who care.
After an advertising campaign is over, there’s still information to be gleaned. Every campaign generates its own subset of data. Analytics have improved to the point where advanced analytic tools can help show whether your marketing message is hitting the right notes or needs to be tweaked.
These analytic tools can help both identify successes and shortcomings, and can often identify where those shortcomings are, helping to improve messaging across the board. Sometimes a good message is only a few adjustments away, and analytics can help with that.
Have you noticed a big increase in direct mail with Forest Stewardship Council (FSC) logos on it? This is because many consumers are worried about the impact their direct mail may be having on the planet.
Direct Mail Marketers are responding to consumer concerns with many different options, including FSC approved recycled paper, sustainable ink, and more.
One final direct mail marketing trend that is taking over includes the integration of digital and direct mail marketing. Although many consumers are experiencing digital marketing fatigue, they also spend more time online.
By balancing a message across multiple platforms, consumers can be reached in several different ways, encouraging them to notice a product.
This year has been full of new and exciting marketing trends. Many of them are accompanied by new insights, new technologies, and new abilities. By taking advantage of these new advancements, marketers can help reshape their campaign to be more successful than ever.
