Posted By Seamus Barton
Direct Mail Marketing Trends for 2022
Direct mail marketing has had an upsurge recently, as businesses realize it has a larger return on investment than digital mail campaigns. On average, direct mail campaigns are at least 9% more effective than email campaigns. This is a huge margin, providing a wider range of new consumers to visit webpages and engage in new products or services.
As we near the new year, businesses are wondering what to expect with changing trends in direct mail. As a leader in direct mail in Canada, Troi Mailing Services has some insight on these evolutions. To keep our clients informed, and ensure businesses are up to date on direct mail marketing updates in 2022, we’ve developed this list of trends.
Sustainability and Recyclable Materials
2022 will see a rise in sustainable mail campaigns. This means using materials that can be broken down into compost or recycled. Postcards are a great example of a sustainable direct mail marketing tool because they don’t require an excessive amount of paper product. There is less material—just one straightforward piece to recycle or compost as directed.
Including instructions for sustainable discarding of the direct mail shows that your company cares about the planet. This is a big feat for modern businesses, and shows consumers you are part of the solution, not part of the problem. Troi can also recommend environmentally-friendly paper stocks for your direct mail campaign.
Personalizing Content to Fit Your Client Base
Long gone are the days of generic mailers. Communication campaigns, whether digital or direct mail, are all taking a much more personal approach to connecting with consumers. Mail that is deemed impersonal may be misconstrued as “junk mail” vs. a well-planned marketing tool.
Modern consumers are smart; they are educating themselves on products and services before using them. They are also less likely to respond to broad pitches or generic information.
You can personalize the content in your mailers by location, age range, or employment, if you have this information on your client already. If not, you can focus on capturing the attention of consumers in your target audience range. Use graphics, phrasing, and special offers that connect with your ideal shopper. This ensures you are at least capturing the attention of your target demographic when the mailers go out.
Postcards are the New Black
Direct mail postcards are the go-to mailer for 2022. Businesses have found over recent years that postcards go above and beyond to attract new clients. In fact, according to Canada Post, postcard marketing has a response rate 10 to 30 times higher than digital mail.
Postcards are small, quick to read, and more durable than flimsy sheets of paper. They fit easily in most coat pockets or purses, making them a convenient product to carry home from the mailbox, rather than tossing into the recycle bin. Postcards are also a great way to include concise information and punchy imagery without going overboard or giving the recipient too much to look at.
At Troi Mailing Services, we work with many businesses in the development and distribution of postcard direct mail marketing campaigns. We find simplicity is often the best policy in postcards. Including a QV code and quick branding, the message is often enough to get a consumer interested.
Streamline Business Reply Mail
Modern consumers are all about digital interaction, even with direct mailers. This leaves Convenience is key with direct mail. Making things as simple as possible for your customer ensures quicker and higher response rates.
Business reply mail includes a self-addressed and prepaid envelope for consumers to send back a response. This is only preferred by some consumers, particularly older generations. Other audience segments prefer a link to engage online, so remember to include this touchpoint on your piece.
A modern 2022 adaptation of business reply mail might be a QR code, weblink, or similar digital connector. This lets consumers get in touch quicker, and provides a digital stamp of your direct mail marketing success rate.
Add Exclusive Offers and Special Deals
A trend continuing through 2021 and into 2022 is the exclusive offer. Direct mailers are a great incentive to get in touch. Exclusive offers can include:
- BOGO offers
- New customer offers
- Loyalty rewards
These deals inspire consumers to at least check out the business in question and explore products and services. Knowing they’ll get something in return for their efforts, you’re more likely to see a return on your investment.
An example of an exclusive offer in a direct mail marketing campaign is a coupon code. Digital or physical coupon codes are a popular way to bring customers to action. They are also easily tracked and reported for later analyzing and restructuring of future marketing endeavors. A coupon code offers the customer a quick way to make a purchase, get a discount, and get back to real life. A coupon saves time and energy, thus making it an attractive mailer feature.
Exclusive offers come in all shapes and sizes. Working with your marketing team, and direct mail service professionals, you can determine the best way to get your offer to the masses.
Work With a Direct Mailing Service
In 2022, we expect to see more businesses turning to the professional guidance of direct mailing professionals. At Troi Mailing Services, we work with businesses of all sizes across Canada. It’s important to us that our clients feel confident in the mailing campaign they’ve designed.
Direct mail marketing services provide a variety of options to get you started or keep your campaign on track. At Troi Mailing Services, we provide services such as:
- Direct Mail Advertising
- Data Processing
- Variable Imaging
- Not-for-Profit Mailings
- Printing Services
- Direct Mailing Resources
If you’re interested in learning more about Troi Mailing Services and our direct mail marketing products and services, we’re happy to help. Contact us today by reaching out through our online form, or by calling 1-866-486-9350.
About: Seamus Barton
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 firstname.lastname@example.org. Read his latest article featured in Direct Marketing Magazine on “Dimensional Mail: Marketing’s Buffet Lobster“
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