5 Direct Mail Trends to Take Advantage of for Fall 2022
Fall is only a month away, and it’s the perfect time to start thinking about your end-of-year marketing strategy. Whether you want to promote a new product or service or a brand refresh going into the new year, planning out your strategy should include multiple channels and marketing tools. Direct mail is easy, cost-effective, and complements your efforts seamlessly, making it a powerful tool in your arsenal. With an average return on investment (ROI) of $4.09 for every $1.27 spent, the versatility of direct mail also makes it effective for many different businesses.
While factoring direct mail into your strategy, taking advantage of all its features is essential. With several options to get creative and share your messaging, it can be overwhelming to know where to start to ensure you’re communicating effectively with your customers and prospects. Here are the trends you need to take advantage of when planning your direct mail campaign this fall.
Your targeted audience will respond most when they feel you’re talking to them. Aside from just using personal touches like their name with variable data printing, create targeted lists with a targeted message that those receiving your piece of direct mail care about most. You’ll then develop a more personal connection, encouraging engagement with your brand. Adding a personal URL to a landing page with more information or a personal offer code will make your piece stand out and encourage them to take action.
2. Digital Enhancements
Using multiple channels to get in front of your customers and prospects will boost your results. When it comes to direct mail, digital ads or enhanced web tools to retarget those who received your piece boosts brand awareness and increases the likelihood of audience converting. Digital enhancements also allow you to track your piece and understand how your audience engages with it, allowing you to determine an appropriate follow-up and gain insight into the overall performance of your efforts.
3. Creative Design & Finishes
Make sure to take advantage of getting creative. Thinking outside of the box regarding your direct mail piece will encourage your audience to engage, hold onto your piece longer and pass it around, and make your brand memorable. You can vary the size or consider cool finishes or shapes. You can also make your piece interactive with something like a sliding card or unfolding of the piece. The options are yours to decide; just ensure your direct mail enhances your messaging and brand and reflects your audience’s needs.
4. Retargeted Offer
You should always find a way to retarget any customers or prospects who engaged with your marketing but didn’t convert. They’re already interested in your brand, product, or service, and connecting with them again could encourage them to make a purchase or contact your company. A trend that often works is getting in touch by sending them direct mail that includes targeted messaging and an offer. When you have a customer or prospect on the fence, an offer will often encourage them to make a decision.
Postcards are the most-read form of direct mail which, along with the increased size in first-class mail to 6″ x 9″, makes them one of the trendiest too. Postcards don’t require opening, which means you have the opportunity to capture your audience’s attention the minute they get their mail. They’re also easy to customize and personalize, making it easy to showcase your call to action (CTA) and allows them to work for many different businesses. The added bonus of a size increase for first-class mail gives you more space to include content that matters most to your targeted audience without breaking the bank.
With 73% of consumers preferring to be contacted by your brand and business via direct mail, there’s no question you should be taking advantage of these direct mail trends this fall for your year-end strategy. Now’s the time to start prepping for your next campaign, and Strategic Factory can take care of the entire process for you, making it even easier to enjoy the high ROI of direct mail. Our experts can assist you with strategy development, design, copywriting, targeted list selection, printing, and mailing. We can even help you budget your campaign to be the most effective for you and your business. Contact our team today to get started growing your business with direct mail, and don’t forget to ask about our Direct Mail Business Builder program, an all-in-one direct mail solution.