Direct mail has been around for well over 50 years, and it’s showing no sign of slowing down.
That’s because direct mail works exceptionally well and is a viable marketing alternative to online advertising. As the years go by, online competition has massively increased the cost-per-click for keywords that drive traffic to your business.
This is why many businesses and organizations are scaling back their online advertising budgets and instead focusing on direct mail. At AlphaGraphics of New Bern, we’ve helped countless local companies create and improve their direct mail campaigns.
We want to share with you a few new trends that could help increase the overall success rate of your campaigns:
Businesses and organizations that incorporate online digital marketing channels into their direct mail campaigns tend to experience higher conversion rates and gain more data on their audiences.
This can significantly increase the chances of that person turning into a customer or client. Lead generation forms can capture even more information about people which you can use to refine your marketing efforts further.
One of the most popular direct mail trends in 2019 is the personalization of the mailers. The average person sees thousands of on and offline advertisements daily. As such, they tend to ignore ads that aren’t relevant to their particular interests.
Variable data printing can help you reach the right audience. Segment your lists and create promotions and marketing messages that speak directly to a specific demographic. By sending out mail that’s relevant to the interests of your customers, there’s a much better chance that they’ll turn into a new lead or sale.
Custom Paper and Envelopes
One of the reasons why direct mail works so well is that it provides a physical tactile experience. The shape and color of the mailing envelope along with the quality of the paper give off an unspoken psychological experience when the user touches it.
Some companies in 2019 are taking advantage of custom paper finishes, such as soft-feel or soft-touch varnishes. When you touch the paper, it has a very unique and velvety-smooth feel that immediately grabs your attention.
Subconsciously, this can cause a person to pay more attention to the message of the mailer.
Your direct mail pieces can have a fantastic design, but if the message or call-to-action isn’t just right, it will all fall flat.
This is why many businesses and organizations in the New Bern area hire a professional copywriter to craft the perfect message that will resonate well with their intended audiences.
A strong and prominent call-to-action is also vital as it subconsciously directs the recipient to perform an action such as call the phone number or visit the website.
Companies and organizations in 2019 are using online response forms instead of printed ones. Many direct mail recipients would rather hop online and fill out a form rather than tear apart their home looking for a pen that works and making an effort to get in their car and drive to the post office.
Online response forms can help improve your online marketing efforts as you can collect more personal information on those who have received your direct mailers. This will allow you to segment and optimize future direct mail campaigns.
Increased Loyalty Programs
Many companies nowadays are turning to loyalty programs to help retain and reactivate their clients and customers. Coffee shops, auto repair centers, and dry cleaners will have business cards printed up that offer a free product or service after the 10th purchase.
Businesses are also sending out coupons and one-time promotional mailers to help increase customer loyalty. This tends to work exceptionally well in areas where customers make repeat purchases in high-competition markets.
Direct Mail Experts in New Bern
If your direct mail campaigns are falling flat, or you’d like to speak to someone about designing a new one, give us a call. At AlphaGraphics of New Bern, we’ve helped countless local businesses and organizations design, improve, and execute the perfect direct mail campaign. To learn more about how AlphaGraphics of New Bern can produce and design your next project, you may email us, request a quote or call us at (252) 633-3199.