What’s Trending for Direct Mail in 2015?

 No matter what industry you’re in, December marks the start of some deep thinking over the same question – what does the year ahead look like? We look back at the months long gone, we rattle our brains over what it all means for the future, but it’s not always easy to read the signs. So, in this blog post, we’re going to take the guesswork out of it for you and break down 2015’s direct mail trends. Happy reading!

Trend #1: You Are Here

Directions are a lot easier to understand if you know exactly where you’re beginning. In the case of a potential customer, that would be their home. Cue the individualized maps! If you’ve planned to include a map in your DM pieces to show a particular end point, why not go the extra mile and show just how to get there, too? Variable data can be used to create a detailed “You Are Here” map that can be tailored to each prospects whereabouts. Just imagine the foot traffic that extra step could drive!

Trend #2: Seek Out the Ladies

This is the new golden rule for non-profits, in particular. Earlier this year, data was released showing that 64% of all charitable gifts are made by women. Not only are they more likely to donate, the data also revealed that women are more likely to make larger donations than their male counterparts, as well. That doesn’t mean you should tailor your whole campaign to appeal to a female audience, but just keep the ladies in mind. They’re going to be your friends in 2015.

Trend #3: Multiply Your Efforts

There are some things in life that are just better when there’s more.  Marketing is one of those things, and this year we can expect to see more businesses combiningdigital and traditional marketing efforts to make a greater impact on their prospects. It’s easy enough to do with the quick addition of QR codes or PURLs, so do yourself a favor and give it a chance. We’re guessing you’ll be happy with the results.

Trend #4: Look Pretty

Yep, it’s as easy as that – beautify your DM pieces. Now, that doesn’t mean you have to add flowery elements or swap your typeface out for something long and curvy. Think clean, classy and visually appealing. For a more subtle change, a simple colorswap could make your message more powerful. Most things in modern life are cluttered enough, do yourself (and your prospects) a favor by de-cluttering your mailer and putting the emphasis on simplicity.

 Trend #5: Adding In the Icons

When we say icons, we of course mean the modern pictograms representing Facebook, Twitter, and other social channels. In the digital age, those little icons have become powerful tools of communication. Their presence is a call-to-action in a sense. It says quickly and quietly to a prospect that they can still find your business on X,Y, and Z networks if they toss your mailer. That’s one more way to grab the attention of potential customers without compromising much space, so why wouldn’t you add your icons?

So, how will you use these trending tactics? Share your thoughts with us in the comments! 

Marketing in 2014: Out with the Old, In with the New

When the clock strikes midnight on December 31^st, 2013 will officially be behind us. What better time to step back, have a look at your old mail campaigns, and assess what’s in store for the future? This handy guideline to marketing in 2014 can help carve out the path to success.

Millennials are Changing the Game

One thing that marketers will need to realize in the coming year is that consumers, now more than ever, drive the content and channel. Millennials have been raised in an environment of constant messaging and are thus, more demanding. They’ve come to expect certain things out of modern marketing like engaging content and easy accessibility. Businesses who implement a proper system of analytics will better be able to determine which marketing tactics are being utilized by their consumers and will therefore be able to tailor to the Millennial consumer’s preferences.

Consistency is Key

Plan, plan, plan. Repeat it, know it, live it. This is vitally important for direct mail marketing. Now is a great time to have a look at the calendar and map out when you’d like to run promotions, sales, holiday events, etc. Mark them and set yourself a reminder weeks ahead of the start date to have any print materials that you’ll need made. 

Print May, Again, Take the Lead

With rapid advances in technology and social media, many feared the print age was at an end. Fear not, fellow marketers. One technology advance may lead us to a print revival. Augmented reality, or AR, blends new tech with traditional print. Those with the gumption to take the leap into AR in 2014 may very well see their efforts quickly rewarded.

Smaller is Better

Prepare yourself to do away with the idea that large, eye-catching mailers will be sure to get a second look. Studies show that large (over 6” x 9”) pieces are down by 6% in 2013 and they anticipate that number to continue declining. The predicted trend in consumer preferences for 2014? Little is more likeable.

Some of these tips and trends may come as a surprise, others may not. Either way, it never hurts to open your mind to new ways of thinking when it comes to the world of marketing. Follow our guideline and remember that the focus should always be on your customer and you may not even need good luck to be successful in the New Year, but we’re wishing it to you anyway!

Happy New Year from all of us at Tray Inc.!