1. Personalize: Use Data to Truly Connect. Individualized marketing campaigns are not just a passing trend. Consumers expect personalized attention in the high-tech world that we live in today. A top priority for your direct mail campaign this year is establishing that unique connection with consumers. This requires extensive data mining and analyzing consumers’ needs and lifestyles, and an understanding of what drives them to make purchases.
2. Mobilize: Everyone is Mobile. According to eMarketer, by the year 2018 over one-third of consumers across the world will be using smartphones. Combining print media with mobile technology creates an exciting, engaging marketing campaign. The use of QR codes and NFC (near-field communication) tags are great ways to mobilize direct mail. Include QR codes on your mailings that engage consumers in something special they would not receive simply by visiting your website. Offer a special discount if consumers scan your QR code and provide an email address or become a follower on your social media channels. This increases the value of your direct mailings while also increasing traffic on your social media outlets.
3. Automate: Increase Efficiency. Ad guru Lester Wunderman states that the biggest challenge marketers face is understanding when to sell to consumers. Even if you understand the needs of your target audience and how to capture their attention, timing is everything. Cloud-based automaton tools can help deliver direct mail with precisely the right timing. These automation systems analyze real-time behavior data to develop personalized and timely direct mail.
Please feel free to contact us to discuss further trends and options for direct mail marketing.