As we progress through 2018 and head towards Christmas at breakneck speed, direct mail continues to be at the forefront of the direct marketing world. With that in mind, if you’re planning a direct mail campaign this festive period, then don’t forget to check out Royal Mail’s delivery times so that you can plan ahead!
With the trials and tribulations of GDPR now hopefully far behind us, we wanted to take a look at what has changed in the world of direct marketing and how direct mail can work for you going forward.
Whether you’re new to direct mail and you want to know how to work it into an omnichannel marketing strategy, or learn how to make your direct mail campaign stand out from the rest, our selection of direct mail news articles from the last quarter should help you keep things moving in the right direction.
The Key to Unlocking the Future of Print Media Lies in Direct Mail
Recently, there has been a lot of discussion about the future of printed media. Headlines continue to focus on the death of and disruption to this more traditional industry. With TV and radio falling by the wayside in favour of streaming services such as Netflix and Spotify, it isn’t hard to see why print media might be next on the hit list when the world is now so easily connected via the internet. But that isn’t necessary the case and direct mail is still a key element to any marketing strategy.
This interesting article from The Drum looks at how print media has changed over the years and how major publications have taken the hit. It also looks at what could be done to tackle the decline by examining the evolution of direct mail and the data-driven techniques used in digital media today.
This would start with learning to truly understand current readers (as well as prospective readers) through controlled strategies and tests, segmentation, and personalisation (to a point). These should all be measured using quantifiable metrics. Traditional print media companies must also focus on lead generation, which isn’t something they have actively had to do in the past. It also suggests looking to alternative channels to acquire new customers and create an omnichannel presence. This change in focus could be the key to future growth for publishers.
Read more here: https://www.thedrum.com/opinion/2018/07/26/the-key-unlocking-prints-future-lies-data-and-its-direct-mail-past
How Direct Mail Fits Into an Omnichannel Strategy
This rather marvellous little article from Target Marketing is a great starting point for those looking to integrate direct mail into their business marketing plans alongside other marketing channels such as social and digital.
It starts out by explaining where direct mail can sit within an omnichannel strategy. If you’d like to learn more about the subject, this handy video about the capabilities of omnichannel marketing (also from Target Marketing), will definitely help.
(The image was taken from the link below, so we will just remove it if you don’t like it as it’s not necessarily needed)
You’ll also find some useful examples of where this integration really works. IKEA, for example, is not only known for its range of furniture, but in the marketing world, is known for its catalogues and has been for some time. In recent years it’s upped its game, and these traditional catalogues now come to life when scanned with a mobile phone, allowing you to envisage what the furniture will look like in your home. We’d recommend you give this a read, especially if you’re working on an omnichannel strategy right now!
The Power of Print Isn’t Lost on the Net’s Biggest Brands
The likes of Facebook, Amazon and Google are all known as web-based companies. They were built for the web and are continuing to grow bigger and bigger as the internet advances.
Recently, however, these brands have been looking to expand their marketing strategies and have decided to embrace printed media, crossing into the offline world. It’s becoming an increasingly well-known fact that the younger generations value direct mail far more than was first thought. As a result, more and more online brands are choosing to harness this powerhouse platform.
This article from Print Week takes a deeper look at how these brands are utilising direct mail and marketing to create and maintain relationships with their followers. It gives a really great insight into the power of print, and why these brands have chosen to build it into their strategies to gain trust and credibility.
Direct Mail Spend Remains Stable, Despite Industry Uncertainty
There has been mounting pressure on direct mail over recent years in the UK, especially with the increasing popularity of the internet. Couple this with Brexit and GDPR following in quick succession to one another, and times have become uncertain.
But a study produced by the DMA has concluded that business spend on traditional print media, such as direct mail, has remained at a steady pace throughout these challenges and in some cases has increased.
As we mentioned previously, the value that younger generations place on direct mail is a lot higher than first thought and traditional print media provides consumers with a personal experience that can’t be found elsewhere. The findings of this study go to show that print is still well worth the investment and may provide even greater benefits during uncertain times.
You can read the study here: https://dma.org.uk/press-release/annual-door-drop-spend-remains-stable-despite-industry-uncertainty
The Periodic Table of Direct Mail Marketing
If you’re new to the idea of direct mail, this handy little article from WDM helps you to visualise some of the key phrases and terminology that might be found. It’s worth adding to your list of tools if you’re looking to build a direct mail campaign.
It is clear that direct mail is still one of the most valuable tools to include in your marketing mix as we head into the Christmas period. It is also more important than ever to make your direct mail campaigns stand out, especially in this busy season. As well as many other potential channels to use, the benefits of direct mail highlights that it should be worked into you omnichannel marketing strategy, to help keep your business moving successful into 2019.