From QR Codes to Concise Copy
Direct mail trends can be difficult to forecast, and even harder to use correctly and efficiently. However, you’re in luck, because as direct mail experts, we’re providing you with the top 10 direct mail trends – from QR Codes to concise copy – that have and continue to dominate 2021.
1. QR Codes
In the last few years, QR codes have really built a name for themselves. Not only because of their quick, digital nature, and the 2% postage cost break that comes with them, but because of their data-backed effectiveness. When a QR code is included in a way that makes sense- it provides a time-saving benefit to the customer while letting the company lead their customer exactly where they’d like them to go.
Although the year 2020 was detrimental for most industries and marketing tools, the QR code flourished. During a time where we didn’t want to physically touch anything, QR codes made up for physical marketing pieces like menus, signage, print ads, and flyers, leading customers from physical to digital – and quickly. The more QRs were seen, the more used to them we became (similar to our newfound familiarity with masks and hand sanitizer). And they’re still going strong in 2021.
Like we said, QRs lead customers to wherever a company would like them to go. They can provide helpful information, send the customer to a website, or even lead them to purchase.
2. Postcards on the Rise
Envelopes – they’re great and all, but let’s be honest, they add a few seconds (at least) to the time it takes to open (and read) direct mail. These days, it’s often better to send a postcard due to its more creative, eye-catching nature and faster access to information. Making it easier to read your call-to-action can often make customers more likely to respond to an offer or even visit a website or landing page for more information. Plus, they’re lower in cost – which means a better chance of higher ROI for your campaigns. As you can see below, postcards pushed past self-mailers and envelopes this year by quite a bit.
3. B2B Dimensional Mailers
These fun, three-dimensional, interactive mailers are the perfect way to stand out and cut through the clutter of everyday mail. “On the B2B side, dimensional mail is working well; because we all receive so many packages today, prospects want to open it and see what’s inside,” says Grant Johnson, Owner and CEO of Responsory. Although more costly and demanding in terms of postal handling, dimensional mail has the best B2B response rate at 8.51%. Check out our blog on the best secrets to a successful dimensional mailer campaign to get started on your own.
4. Better Segmentation with Data
“Accessing 1st and 3rd party data to further segment an audience will continue to play a huge role in a DM campaign’s success. If you’re able to align targeted messaging and great creative with those different segments, then that’s a recipe for increased response rates. Furthermore, surrounding that DM send with a similar message/offer through various digital channels will only add to that campaign’s success. Being able to hone in on delivery dates and putting an emphasis on speed to market are big contributors to making a direct mail/digital integration program thrive.”
– Mike Efstathios, Business Development at ICS Corporation
Data, data, data. It’s all everyone can talk about these days – and for good reason. Enriching your data qualifies your audience, and in turn, increases your ROI. And, if your marketing strategy is multi- or omnichannel, the customer experience becomes even more successful. While better segmenting your data may cause your audience to shrink, it will definitely cause your engagement to grow. Like we always say – it’s better to target the right people than all the people.
5. Increased Personalization
88% of marketers recently reported seeing better campaign metrics after using personalization in their advertising. More than ever before, the need for marketers to make human connections is extremely relevant, and some may even say necessary. The majority of our population feels they’ve lost personal connections and relationships due to the pandemic. Because of this, 2020-2021 has been the time to make up for lost connections by personalizing materials to bond with your audience and make them feel seen, heard, and human. Check out our blog on the best ways to get personal, here.
6. Higher Response Rates
Since the beginning of 2021, we’ve seen a rise in direct mail response rates. Why? More time at home means more time to go through – and even pay attention to, mail. And as the trend of working from home and staying at home has continued and even increased, response rates don’t seem to be dwindling anytime soon.
However, high response rates don’t just come from people staying put. They come from quality tracking, targeting, design, and audience awareness. For more tactics to increase response rates, visit this blog.
7. Interactive Direct Mail
In today’s world, we’re surrounded by technology. And with all of this technology, there’s no reason we shouldn’t be incorporating it into our direct mail efforts. 2021 brought new technology and an abundance of data that empowers companies when targeting audiences and crafting content. Next time you’re sending direct mail – think about how far you can go with it. Can it include a scratch-off? A game? A free kit or item? A contest? It’s pretty limitless.
8. Digital Prompts
Direct mail isn’t only a way to reach customers, but an excellent way to reinforce online efforts. Simply use social icons, QR codes, or other prompts to send customers to social platforms, websites, menus, forms, landing pages – you name it! Marketers are definitely catching on to this direct mail tactic, as usage of digital prompts has doubled in the last four years. Take a look at the chart below to see how the use of digital interactions has increased.
9. Concise Copy
It’s one thing to know what you want to say, but knowing how to say it is the real key to direct mail effectiveness. Throughout 2021, we’re seeing shorter sentences, smaller paragraphs, fewer bullet points, and obvious CTAs. Your audience’s attention span is only so long, so catching the ears and eyes right away is crucial.
Below is a great example of how Amazon has practiced this and changed their copy to be more concise and clearer. Even at just a quick glance, the message is less overwhelming and more approachable.
Need some help with your direct mail copy? We’ve got a blog for you on ways to write action-inspiring content.
10. Investing in Direct Mail Tools
Although it’s not always top of mind, the right tools are one of the most important components of great direct mail. If you haven’t looked into or invested in marketing and data tools, you should be, because they can take your direct mail from general and stale to effective and exciting, and in turn, save you time and money. Instead of targeting the wrong contacts or using the wrong design elements, the right tools will ensure your mailer looks great and is sent to people who will actually open and engage with it.
Consider changing your format, ink, paper, or finish. Update your branding, content, or calls to action. Or, try technology like USPS Informed Delivery to reach consumers in a modern way.
So, there you have it! 10 effective direct mail trends that took off this year. If you’re interested in learning more about enhancing your direct mail, feel free to contact the experts at Strata. We’re happy to get you started with some great direct marketing materials.
All Your Questions Answered
There’s a lot of buzz around new mover marketing and the best ways to target potential new customers. And with all the attention and noise around it, the topic can get confusing and leave a lot of essential questions unanswered. Today, we’re going to answer all your questions about new mover marketing – and give you some insight into how to start a successful and smart new mover campaign.
Why should I target new movers in the first place?
Easy answer. With over 13% of Americans moving ever year, a ton of new movers are not only new to your area, but are looking for your business. They’re in a stage where they’re starting to develop what will become habitual shopping/buying habits and not looking for a reason to spend, but where to spend. Recent surveys show that 80% of new movers are willing to try new products since they’re in a new market and searching for new businesses and services. Also, how else are you going to replace those long-term, current clients that are moving out of your market area?
In what industries is new mover marketing effective?
Movers moving into a new house spend on average, $9,400 post-move, and that’s split into several different industries depending on the individual. When people move to new areas, they have several new (and already existing) needs that can only be met by several different industries. This means a new grocer, new healthcare provider, new dentist, new restaurants, a new gym… list goes on and on (and on).
Is it possible to segment who I target?
Yes, you can segment who you’re targeting based off age, demographic, and even by household income, to identify your ideal customer profile. The level of available segmentation depends on your new mover marketing partner and the technology that’s provided, but it can (and has been) done.
Can I have more than one touch point across several channels?
Absolutely! We recommend implementing multiple touch points that come from different angles. This means reaching your customers through several different channels, such as digital, direct mail, and email. All of these channels of communication, used together and correctly, are proven to show effective ROI.
How can I grow my new mover market through direct mail?
With around 61% of customers finding direct mail influential in making purchasing decisions, it’s important to make it one of the cornerstones of your new mover marketing campaigns. Direct mail can be personalized for the consumer, be authentic to your brand, and provides opportunity to be creative with how you market products and services to your consumers. Mailers that typically work best for new movers are dimensional mail, postcards, and bi-folds with incentive items.
How can I grow my new mover customer base with digital ads?
Hand in hand with direct mail, digital ads are excellent in getting your company’s name across your potential customer’s device. Creating display and banner advertisements is an effective way to send customers to your website or to a specific landing page. The power of digital marketing often speaks for itself, so it’s important to have elements of it involved in your new mover marketing campaign to reach all potential customers – not just some.
What kinds of responses should I expect throughout my campaign?
This all depends on the structure of your campaign and what kind of responses you’re aiming for. For instance, if you include a business reply card (BRC) within your direct mailer, your response rate will be based off how many potential customers fill them out and return them. Furthermore, the more aggressive your offer is for a direct response, the greater the response will be. Responses typically vary between industry and how many different touch points are built into your campaign. Response rates can also be determined by digital ads based off the number of consumers that interact with your landing page by clicks or submitted forms.
What’s the best way to track responses from my campaign?
When executing a new mover marketing campaign, make sure the program you’re using can easily track all progress, responses, and data that comes with the campaign. Find a partner with access to technology that allows you to see real time responses for your campaign and gain intelligence from those responses to make adjustments as it’s executed.
How do I effectively set up a new mover marketing campaign?
Picking the right partner is everything when it comes to successfully setting up a new mover marketing campaign. The right partner will provide the right data, the right technology, and a partnership with strong content creators who will represent your brand correctly. Work with a company that understands your markets and has several years of experience.
Looking for ways to incorporate a new mover marketing strategy into your next campaign? Here at Strata, we have years and years (and years) of experience under our belts. We’re here to assist you with all your new mover marketing questions and needs. Contact us today.