Power Marketing Campaigns with Contemporary Direct Mail Marketing

Direct Mail Marketing

08 Nov Power Marketing Campaigns with Contemporary Direct Mail Marketing

Posted at 10:30h in Blogs by

Direct Mail is the “secret weapon in the avalanche of new business acquisitions” which catapulted his agency to “an instant success”, said advertising tycoon David Ogilvy, known as the “Father of Advertising” and the Founder of Ogilvy & Mather. This was in the year 1983.

Nearly 4 decades later, one would imagine that the new era of digital marketing would replace direct mail. But surprisingly, the global direct mail advertising market, which stood at nearly $42,799.0 million in 2021, is expected to grow at a CAGR of 1.6% and reach $46,330.1 million in 2026, and Asia Pacific is expected to lead this growth.1

It is no surprise therefore, that B2B marketers continue to include direct mail into their holistic marketing mix, especially considering that people have started losing interest, opting out of e-mails, blocking ads, and disabling cookies thanks to the overwhelming deluge of digital campaigns.

Evolving Trends in Direct Mail Marketing:

Given that we are in the 21st Century, one cannot send the same types of direct mails that were being sent decades ago. Data acquisition technologies, greater market segmentation, and evolution in direct mailing capabilities are allowing marketers to send unique types of collaterals via direct mail.

3D Mail Packages:

Gone are the days of using predictive, flat, old-fashioned mails. Marketers are getting highly creative with 3D direct mail packages. For example, Google creatively used direct mailers, self-mailers, and postcards to promote their AdWords campaign. Similarly, the “find your keys” campaign by Okta (A US-based identity and access management company), IBM’s folded origami direct mailing campaign, and Salesforce “growth” mailer show the incredible potential of using direct mailers.

Marketers can also segment target customers as per age group and devise different direct mailing strategies for each.

  • Baby Boomers (born between 1946 and 1964): Send simple, consistent campaign messaging using clear and easy-to-read text. Include maps for greater clarity and legitimacy.
  • Gen X (born between 1965 and 1980): Target and retarget by including a mix of digital, such as QR codes and print communications, and offer good deals, freebies, etc.
  • Millennials (born between 1981 and 1996): Interest millennials with direct mail innovations, bold and personalized headlines, and creative and out-of-the-box mail pieces coordinated with digital ads.
  • Gen Z (born between 1997 and 2012): Automate triggered retargeted mailings after they surf the web and remember to include positive reviews!

Leverage the power of Artificial Intelligence (AI):

Marketers can leverage data derived from AI models for creating personalized, contextual direct mail campaigns. They can use software to personalize marketing content, recommendation engines, or recommender systems, available in AI martech tools to filters items based on a customer’s potential interest, and AI Direct Mail Automation tools etc. to help plan and execute campaigns successfully.

Direct mailers are versatile and can be used in the top, middle, and bottom of the customer lifecycle for everything right from creating brand awareness to preventing customer churn rates. When used Strategically and creatively, direct mailers develop genuine, two-way bonds between the brand and consumer.

If you are looking for campaigns involving direct mail marketing to boost your brand, reach out to TTC Marketing Services, which has a proven track record of connecting brands with its consumers.
1- Research and Markets, Direct Mail Advertising Global Market Report 2022, Globe Newswire (August 17, 2022)

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