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9 Top Direct Mail Trends of 2023

9 top direct mail trends of 2023

Direct mail is one of the oldest forms of advertising. Mail can help you reach and engage with new audiences, deepen brand loyalty amongst existing customers, and generate sales. That is, if it’s used correctly.

Marketers need to understand the current direct mail landscape to make the most of your direct mail marketing efforts. This understanding means knowing the trends and best practices, as well as the new technologies that are spearheading innovation.

This article will guide you through the top 9 direct mail trends affecting the industry today.

1. Personalization

Thanks to modern technology, it has never been easier to personalize your direct mail advertising materials. Your campaign is more likely to succeed if you personalize mail pieces to appeal to specific consumers. Remember, the average person still receives at least a couple of direct mail pieces daily.

Personalization can help differentiate your mailer from the pile. Instead of sending the same marketing material to everyone on your mailing list, you can customize your brochure, postcard, letter, or any other direct mailer.

Personalizing your message provides more value to recipients. Additionally, you can make a stronger first impression if you tweak the mailer to appeal to specific demographics.

2. Data-Driven Hyper-Targeting

Personalization and targeting go hand in hand. Targeting is the process of identifying and understanding certain groups; personalization includes the changes you make to the marketing material to better resonate with a specific group. Essentially, you need to know who you’re reaching with your direct mail campaign and how to appeal to them.

The most successful examples of personalization use customer data to make decisions. You can create highly targeted messaging using detailed information about a recipient’s preferences, habits, and interests. Additionally, data on buying history, online behaviour, and demographics can unlock consumer patterns and trends.

New technologies, especially Artificial Intelligence, will continue transforming hyper-targeting (and hyper-personalized mail) going forward, so keep an eye out as unique mail marketing possibilities are constantly emerging.

3. Advanced Analytics

Every direct mail campaign generates data. Analyzing this data is the key to understanding why your campaign succeeded or underperformed. New technologies allow for better data collection and analysis of campaigns.

You can track the performance of your direct mail advertising efforts to see what’s working (and what isn’t) with improved accuracy. Then, you can make strategic decisions from now on.

4. Integrated Multichannel Marketing

Direct mail is most effective when it is one part of a broader marketing plan. After all, physical mail can reinforce online experiences and vice versa. This is a pillar of Canada Post Smartmail Marketing. In addition, digitally collected data informs direct mail targeting, while direct mail can drive online engagement.

As a result, we always recommend connecting printed direct mail to your digital marketing channels. QR codes and personalized URLs are the simplest and most widely used examples.

In 2023, businesses should seek to create seamless omnichannel customer experiences. Doing so will deepen brand loyalty, increase recognizability, and improve credibility. Furthermore, it increases the likelihood of a successful Smartmail Marketing campaign.

5. Triggered Mail

The right message at the right time can have a considerable impact. For example, a hyper-personalized mail piece following an online purchase can deepen a customer’s connection to your brand. Alternatively, sending a congratulatory direct mailer to celebrate a milestone can improve customer loyalty and retention.

Triggered mail, also known as trigger marketing mail, streamlines this process. Specific customer actions or events (such as recent website activity, abandoned shopping carts, birthdays, or warranty end dates) trigger an automated direct mail piece. This trigger is a powerful communication method that engages customers.

6. Variable Printing

Variable printing makes creating highly customized direct mail pieces within the same direct mail campaign possible. You can personalize elements and content to capture the attention of recipients.

For example, you can generate unique headlines, addresses, names, offers, graphics, and images.

7. Interactive Direct Mail

You can use advancing technologies to create direct mail materials that are more engaging, interesting, and impactful. Integrating technology within physical mail pieces gives you a better chance of capturing recipients’ attention.

There are many ways to create interactive direct mail. QR codes that direct readers to a website or online video are prevalent. Augmented reality (AR) is likely to become more commonplace in the future. Some businesses even include video content in direct mail pieces using thin screens and sound chips.

Consider how you can combine data-driven targeting, personalization, and interactive experiences in your direct mail campaigns. These factors could take the form of customizable QR codes or personalized URLs.

8. Creative Formats and Designs

The design of your direct mailer is instrumental in the success of your advertising campaign. After all, a visually engaging, attractive, and unique mail piece stands out. Recipients are less likely to throw a beautiful brochure, magazine, or postcard in the trash. Instead, they may put it on the fridge or keep it in their car for future use.

As a result, creativity in direct mail design continues to rise. Modern design and printing technologies make it easier to grab the recipients’ attention and execute your creative vision.

For your next Smartmail Marketing campaign, consider choosing a unique format, shape, or material to make a more significant impact on readers.

9. Sustainability

Consumers and businesses are adopting a more environmentally conscious mindset, even regarding direct mail advertising. Direct mail requires paper, which can be alarming for eco-minded individuals.

Fortunately, there are various ways to make your campaign more sustainable. For example:

  • Use recycled paper.
  • Use paper from responsibly managed forests.
  • Use thinner, lighter paper to minimize the volume of raw materials needed.
  • Use eco-friendly ink and printing methods.
  • Design with recycling in mind.
  • Minimize waste through thoughtful targeting.

Mail Advertising with Troi Mailing Services

Implementing one, some, or all of these 2023 direct mail trends could be the key to a successful campaign for your business. Personalizing and targeting marketing materials using customer data and analytics help ensure that the correct messaging reaches the right people.

Additionally, technological advances allow you to send trigger marketing mail and integrate direct mail pieces with digital marketing efforts. Lastly, modern technology makes interactive mail pieces, creative designs, and sustainable printing possible.

Troi Mailing Services can help you succeed and master the trends with over 30 years of direct mail experience. We are your one-stop shop for direct mail campaigns, offering everything from analytics to design to printing.

To learn more about mail advertising and Canada Post Smartmail Marketing, call Troi Mailing Services at 1-866-486-9350 or contact us here.

About: Seamus Barton
Seamus Barton - Author
Seamus Barton joined Troi Mailing Services in 2014 after graduating from York University with a Bachelor’s Degree in Professional Writing. As a manager of print and direct mail solutions, he sees how words play an important role in personalizing any experience. Seamus’ passion for writing motivates him to provide frequent direct marketing content that supports each Client’s individual needs. Please chat with Seamus about commercial printing and direct mailing campaigns, or about how to marry digital and physical strategies for optimal Smartmail Marketing success.

You can connect with Seamus on LinkedIn or by calling Troi Mailing Services at 1-866-486-0423 or via email at Read his latest article featured in Direct Marketing Magazine on “Dimensional Mail: Marketing’s Buffet Lobster

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