There are still al lot of direct mail evangelists out there (Thank God) and one of our favorites is Lois Geller who is a contributor to Forbes Magazine. Earlier this year Lois wrote a piece about how direct mail will be reshaped this year. Even though 2014 is more than half gone, we thought this concept is still relevant and something for you to take a peek at. The link to the article in its’ entirety can be found here
But we’ll hit the highlights for you, in case you are pressed for time.
Mailers will go where the money is and that’s primarily to older people. Younger folks simply don’t have high net worth. Nowadays, we have a lot more older Americans than we used to and they’ll be around for a long time.
A continuing trend from the past few years will see even more emphasis on customer retention and recovering lapsed customers. It seems fundamental, but it’s important to remember that it costs a company less to keep a customer happy than it does to go out and get a new one. Loyalty programs have really become a hot commodity.
And finally, mail will get MORE PERSONAL with TIGHTER TARGETING. Personalization, both in imagery, text and graphics have become a great way for a direct mail piece to stand out in a stack of mail. When a person sees his/her name on a piece with a picture that has some relevance, they are up to 20 times more likely to look.
There are so many great ways for companies to personalize direct mail pieces. Call us today to find out how we can help you target just the right recipient with just the right message.