2018 is going to be an exciting year for direct mail, especially as we continue to marry traditional and digital marketing channels. Let’s look at a few of the trends we see on the horizon for this year. Overall, it looks like a bright, bold, innovative year for DM.
Color
Pantone’s color of the year is “Ultra Violet, ”a provocative purple shade. There will be a movement toward bright, vibrant colors, perfect for standing out in the mail pile.
Texture
One of the advantages of direct mail (and the reason it has the highest response rate) is the fact that it physically exists in your hands. Touch has the strongest impact on memory in the brain. And when you add texture to your mailing—embossing, a heavy paper stocks, interesting shapes or lots of folds—your direct mail works even harder to connect with your customer.
Foil stamping
Who doesn’t love shiny things? Foil stamping is the perfect way to stand out and grab attention in 2018. It’s not just for the holidays!
Dimension
Think pop-up books for kids, but in this scenario, for grown ups. Dimensional pieces certainly stand out in the crowd. They’re fun, and perfect for promotional and personalized mail.
Stories
Because, as humans, we remember messages delivered through story-telling better, stories are the perfect vehicle for communicating through direct mail. You can create a compelling, memorable story through vivid images and crafty copy. Think about what makes your company, brand, and product unique.
Personalization
Customers and prospects respond more to direct mail (and digital communications, for that matter) that is personalized. So, incorporate customer names and personal information they can relate to.
Unique coupon codes
Unique coupon codes generate higher ROI than generic coupons. Plus, customers can’t share these codes with their friends. Unique coupon codes allow you to track customers and glean more information about them, which can lead to better customer profiling.
Multi-channel marketing
Direct mail is very effective. But it’s even more effective when combined with other marketing channels, like email and social media. Consider a marketing strategy that includes several ways to communicate with your customers for an increased response rate.
However you choose to mix up your print marketing strategies for 2018, incorporating various print techniques offers a unique and innovative way to engage your customers. Think color, texture, personalization, and story-telling plus various communication channels. Your 2018 will be a big win!
