From their experience in 2018, many marketers learned that direct mail can be an integral part of their multichannel marketing. No wonder therefore, that many marketers see integrated marketing campaigns with strong use of direct mail as one of the most promising direct marketing trends for 2019.
Marketers now know that direct mail enables them to reach their customer at every touchpoint – and get their message across more easily. That leads to more attention, more engagement, and finally to more sales conversions.
Direct Mail Along the Customer Journey
More and more businesses find that direct mail stands out in their multichannel campaign. That’s partly because direct mail can fit in to any stage of your marketing campaign.
Neurological studies conducted by Royal Mail found that printed material generates more emotion, which develops more positive brand association with the recipient. Printed communications also enhance motivation because they have a more personal effect.
In other words, when used early in a multichannel campaign, physical printed material paves the way for digital marketing messages.
But direct mail also works in the middle or at the end of the omnichannel campaign. In an article for Target Marketing Summer Gould suggests using direct mail as a mid-campaign push to action. Or, you can finish your campaign with a final printed touch, giving your customer something physical that makes it easy to remember your message.
“Every customer is different, so allowing them to respond in the most convenient way for them increases your ROI”, says direct mail expert Summer Gould.
What’s the New Year Holding for Direct Mail?
An article at Printing Impressions finds, “that the consensus is that 2019 will be a strong year, as demand for direct mail continues to increase. (…) If that trend continues, direct mail printers will reap the benefits, especially those that embrace personalized campaigns and new technologies.”
An Easier Way to Personalize Your Customer Communication
With variable data printing marketers are able to fine-tune their message based on customer demographics like, for example, their location. Additionally, online customer data is making a whole new horizon of print personalization opportunities possible in 2019. Using digitally collected personal data can significantly enhance printed communications and help build the bridge between online and offline channels.
locr Geomarketing Solutions for a Successful 2019
Make 2019 the year in which you use direct mail services to cut through the digital clutter! locr starts the year off by making it even easier for marketers and printers to find the right Geomarketing solution they’re looking for. As you browse our website you’ll see that we’ve updated the design, making it even more intuitive to get to the right industry solution or business insights you’re looking for. See for yourself!
