Posted By Seamus Barton
2019 Trends in Direct Mailing
Direct mail has proven to be hugely successful in growing Canadian businesses. From rewarding loyal customers to attracting new clientele, tangible direct marketing materials are a welcome departure from our digitally-saturated environment. With new advances in printing and data gathering technologies, direct mail services are undergoing an evolution of sorts.
Savvy marketing professionals are integrating mailing strategies into their digital efforts. See how new design methods and smarter postal initiatives are shaping the way direct mail projects are executed today.
Trend #1: Simple Designs
The cliche that ‘less is more’ is certainly relevant here. In an age where consumers are being pulled in multiple directions with hundreds of ads per day, the way forward is minimalism. This is a time where people want honesty and simplicity.
That’s why a clear image with concise text is key when designing your mailing materials. Keep your message short and avoid announcing unnecessary details. Maximize white space, and find a layout that’s clean and simple.
Consider working with a graphic designer to create a beautiful direct mailer. A design professional can help your business put together a sleek layout with engaging colours, images and modern fonts.
Trend #2: Dimensional and Oversized Direct Mail
Given that some people’s mailboxes are flooded with grocery flyers, political brochures and coupon envelopes, you want a piece that stands out from the crowd. Although it’s cheaper to send standard size direct mail items, the money you spend on sending out bigger pieces will be well worth it.
If you want to make a big impact at the mailbox, it’s time to start thinking outside the envelope.
Consider booklets, boxes, samples or other marketing materials that go beyond the standard flyer or postcard. Direct mail pieces in unique shapes with creative folds will perform much better. Thicker dimensional direct mailers and can range from pop-up catalogues to cute boxes with free product.
From innovative die-cuts to scratch-n-sniff features, the options are virtually endless when it comes to memorable mailers.
Trend #3: Emphasize on Colour
Your choice of colour can make or break a good design. Because colours have the power to change someone’s mood, it’s important to choose wisely. For example, blues can make your company appear resourceful, while yellows can convey a sense of playfulness. Gold, on the other hand, gives an air of sophistication. A vibrant red can project strength and courage while fire engine red may be alarming.
Our team can print your direct mail materials on high-grade stocks using premium ink. Professional direct mail printing can ensure your design is as rich on paper as it is on your design software. Bulk printing services can also reduce your overall unit costs, allowing you to save your dollars for other areas of your campaign.
Trend #4: Personalized Mail
Formerly known as Addressed Admail, Personalized Mail yields spectacular results. People love getting addressed mail with their name on it. Otherwise, unpersonalized mail can feel like uninvited ‘junk mail’. Personalized Mail allows businesses to cultivate one-on-one relationships with their customers. This is because the recipient is meant to feel the promotional item was created just for them.
General flyers, postcards and brochures are sometimes thrown out without a second thought. But it’s much harder to part with something that has your name on it. The value of addressed mail is multiplied when your message resonates with your targeted recipient. Whether you’re looking to entice millennials or seniors, use personalization to ‘speak’ to a particular demographic.
Trend #5: Mailers with Freebies
Everyone loves free stuff. Even though consumers know freebies are meant to encourage further spending, there’s something special about receiving a treat in the mail. This year, the trend is to incorporate giveaways into direct mail campaigns. Whether it’s a stylus with your business name on it or a voucher for a free pedicure at your salon, your recipients will be delighted to receive something at no cost.
Never label your freebies as ‘coupons’ as many consumers have become bored with this concept. Instead, call them ‘complimentary gifts’, ‘gift cards’ or ‘free product samples’ instead. By strategically positioning your giveaways as a thoughtful gesture, your recipients will feel special and inclined to engage further with your business.
To learn more about 2019 trends in direct mail printing and packaging, call Troi Mailing Services in Canada (Scarborough, Ontario) at 1-866-486-0423 or contact us here.