Top Direct Mail Trends in 2023
2023 was a big year for direct mail. With everything else being chronically online, savvy marketers took notice of this huge opportunity to reach their customers in their mailbox with a tangible experience. In fact, 90% of millennials say they prefer direct mail over email because it’s more reliable. If you aren’t already including direct mail in your marketing mix, read on to learn the top ways that marketers utilized direct mail this year.
An omnichannel marketing approach is a strategy that works to create a seamless customer experience across multiple channels and touchpoints, both online and offline. The goal is to provide a cohesive brand message and share information seamlessly across channels for an elevated customer experience. Utilizing an omnichannel approach makes it easy to reach your recipients in their mailbox (with the benefit of breaking through the online clutter) and directing them to visit your website, social channels, newsletter signup, and more.
Omnichannel marketing is crucial in today’s business landscape and has a ray of benefits. Incorporate interactive elements into your direct mail, such as QR codes, personalized URLs, and AR (augmented reality) experiences to help drive your recipients online. This will allow you to collect precious data and study consumer buying behaviors, preferences, and more.
Personalized messaging was very popular this year and for good reason. It’s a very effective way to connect to your audience and create an enhanced customer experience. Using the recipient's name, address, purchase history, and other relevant information, you are able to craft a message that feels tailored to them and their unique interests. Personalization leads to higher levels of engagement and conversion rates. When a customer feels seen by a brand rather than another faceless name on your mailing list, it fosters a stronger connection and can help build brand loyalty.
Enhanced Print Technologies
We’ve seen a surge in innovative print technologies this year. Marketers are seeking specialty techniques such as the use of white and metallic inks, dimensional inks, hot foil stamping, embossing, debossing, and more to create memorable mailers.
With sustainability becoming more important to consumers, forward-thinking marketers are shifting gears and embracing eco-friendly practices. We have seen many lean towards sustainable materials and alternatives such as recycled paper, and water-based inks.
Incorporating interactive elements into your direct mail can transform a flat sheet of paper into an immersive experience. Strategic use of QR codes, AR, PURLs, video, and more can significantly enhance engagement and leave a positive lasting impression on your recipients. Consider including fold-outs, pop-ups, and NFC tags in your direct mail campaigns as a way to take your tangible marketing to the next level.