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Direct Mail Trends for 2019

December 18, 2018

marketing postcardsAs the new year quickly approaches, marketers are wondering how to best engage their audiences in 2019. In analyzing current and projected trends, it’s clear that direct mail marketing will continue to be a force to be reckoned with for marketers that want to stay on top of their game. By 2022, it’s projected that direct mail advertising revenue will equal approximately 10.9 billion U.S. dollars. In the last several years, direct mail has proven to be the successful comeback kid in a market saturated with digital content and advertisements.

What are the direct mail and marketing postcard trends that marketers should keep in mind for 2019?

The continued rise of 1:1 personalization.

According to a recent report by the management consulting firm McKinsey & Company, communications that are targeted, relevant and useful can create lasting customer loyalty, driving revenue growth of 10 to 30 percent. All signs point to personalization being a bigger need in marketing than ever before in the coming year. However, only 30% of businesses are very or extremely satisfied with the level of personalization in their marketing efforts. No matter your business, personalization will help you rise above the competition. And we know that direct mail, in particular, garners higher response rates than any other marketing medium, perhaps indicating a personal connection that recipients make with the direct mailer they receive. To that end...

Expectation of data-driven strategies.

Marketers can use a combination of data and personalization to create mailers and marketing postcards that truly stand out. One idea is to use MailChimp or a similar email marketing platform to create segmented email lists. For consumer brands, these lists can be segmented by the audience’s purchase history or how they found your company, for example. For nonprofits, these lists could be segmented by “donors,” “volunteers,” “community partners,” and so on. The idea is that each email list should receive different messaging based on their needs, interests, and relationship to your business or organization.

You can follow this same strategy for direct mailers and marketing postcards, as well, sending each audience segment personalized copy and images that uniquely speak to the individual for higher engagement and response rates.

Continuously refined multichannel marketing.

It’s a given that marketing through multiple channels will continue to be a necessity for businesses and organizations in 2019. As possible and relevant to your target audience, don’t be afraid to utilize as many channels as possible in your marketing efforts -- including email, paid media, social media, display advertisements, and of course, direct mail. Nurturing your audience throughout the sales funnel will help them make the decision to convert, and using a direct mail campaign in combination with digital strategies will help you stand out by reaching your audience at multiple touchpoints. If you’re looking for a postcard mailing service that will allow you to easily design, print and mail your next mailer, QuantumPostcards offers printing options for direct mail postcards, flyers, brochures, custom invitations and more to fit any of your 2019 marketing goals.

We hope this blog was helpful as you consider your marketing strategy for next year and the the trends and best practices surrounding direct mail in 2019. Incorporate these trends into your direct mail marketing practices for success year round !