There are only a handful of days left in 2018 and while most companies seek out new trends to employ for the new year, we took a different approach. We examined some common practices in direct mail and decided on which ones are no longer good for our customers. If you’re wondering which direct mail trends we’re saying goodbye to in 2019, check out the list below.
EDDM (every door direct mail) is a low-cost marketing technique that focuses on delivering direct mail pieces to all customers on a USPS carrier route. Though this method is cost-effective, it is not targeted. As a result, the ROI for this method tends to be poor because you are not getting your product or message in front of the right audience. Instead, you are blanketing your piece, or “spraying and praying” the piece will hit your intended audience which wastes marketing dollars on people we may already know that is not in our targeted demographic.
Traditionally variable custom maps were printed as a black and white laser on a predetermined creative shell. Though these might have been quick and cost-effective, they did not offer the type of branded personalization that 4-color inkjet technology now allows. With more modern methods, full-color variable maps are more accessible than ever. As a result, your content is more personalized, eye-catching, and more likely to drive leads.
It was the standard a few years ago to 4 color print a shell and then laser in all variable content in black and white. With inkjet presses such as the Oce ProStream, you now are able to have white paper go into the machine and endless versions of a campaign coming out on the other end. The end result is a more targeted campaign for your audience.
Instead of revealing all the details of a promotional offer, we recommend the promotional offer be visible, but not fully revealed. This works especially well when recipients get a sneak peek of a tailored offer that appears to be personalized to them. Just enough to pique interest and get them to open your piece where the full offer and call to action are revealed.
There have been numerous studies that show that customers prefer personalized content. Instead of pushing out the same content to every customer, variable printing capabilities allow you to send custom content to each person. By leveraging full-color inkjet technology, coupons should be varied based on the recipients past shopping patterns or their demographics.
These are just a few of the trends Darwill is saying goodbye to. What are you giving up in 2019?