Direct Mail: 10 exciting trends in 2024
In 2024, everything revolves around optimisation, both in the digital and print sectors: from AI-supported tools, optimised measurability and data analysis to more sustainability and strong personalisation – with our 10 trends and practical tips, you’ll be ideally equipped for all challenges in the new year.
1. Personalisation with data from different systems
Today’s corporate IT landscape is based on many different infrastructures and systems, each of which has developed in its own way. These very specific constructs are a major hurdle for companies that want to incorporate more personalisation options into their marketing strategy.
Thanks to advanced technologies, it is now possible to implement targeted campaigns instead of broad, generalised campaigns. The problem is that the more complex the campaign idea, the more data is required. However, many companies find it difficult to access this data as it is not yet integrated into their existing IT landscape. In addition, product development cycles in IT are often very slow.
The solution? An add-on like our brand new Custom Connector module. This allows you to connect and link different data sources in a targeted manner – without long waiting times. Only when marketing and IT work together properly can more specific campaigns be efficiently supplied with data.
2. Personalisation is developing rapidly
Although hyper-personalisation has long been an important buzzword, the majority of customers benefit from highly personalised offers thanks to the improved availability of data. Gone are the days when only the recipient’s name is given – you can surprise your customers with individual offers, images and even personalised texts depending on their customer profile.
This also applies to direct mail: With the help of detailed target group analyses and behavioural data, you can make your content much more relevant to recipients. For example, you can insert personalised voucher codes on a postcard to redirect your customers to a website that tracks their visit or purchase.
3. Creating holistic customer experiences
While multi-channel marketing disseminates similar messages on different channels, omni-channel marketing directly aligns one channel with the other. This ensures a seamless and connected customer experience.
A practical example is the timely integration of physical and digital channels: you could send an email and if it is not opened, send a postcard as a reminder after about a week (or another specified period).
4. Better measurability and advanced data analysis
You can only optimise with high-quality data – and this is precisely why measurability and data analysis are becoming increasingly important for tracking the success of direct mail campaigns. You can use this data to quantify the ROI of your print materials and improve future campaigns.
By the way: In addition to the actual marketing automation system, you can also use tools for segmenting data (CLV focus), PIMs (DAMs) for images, external recommendation engines or other systems that contain valuable data and can also be used for personalisation.
5. Stronger connection between direct mail and digital
The seamless integration of digital elements in direct mail, such as QR codes, personalised URLs and other digital elements facilitate the transition between physical and digital channels. Print materials no longer serve as a stand-alone communication channel, but you can finally combine offline and online experiences effortlessly!
But how does that work? For example, you could send out a stylish maxi postcard with a personalised voucher code that customers can redeem online.
6. Integration of augmented reality, interactivity and artificial intelligence
Of course, the possibilities of augmented reality (AR) and interactivity are also a must in 2024. On the one hand, you can use artificial intelligence (AI) and advanced data analysis to optimise the effectiveness of your direct mail campaigns and automatically generate personalised content. On the other hand, print becomes more interactive through the integration of AR elements.
You want an example? You’ll get one. How about a maxi postcard with specific images or QR codes that redirect your customers to an app or website? There, they are offered an interactive experience, such as the option to set up or design a room using AR – depending on what you’re selling.
7. More innovation in the printing process
Digital printing and new printing techniques will soon be standard, helping you to customise and produce print materials faster without compromising on quality and personalisation. Better processes, simpler formats and more automation will reduce the time to deliver – and this is not only efficient, but also meets the demands of a market that is constantly changing.
Incidentally, the trend towards simple formats is continuing: maxi postcards or a letter in an envelope are the most important formats for trigger-based mailings. Complex formats are only used in exceptional cases. So you can confidently dispense with the fold-out 3D self-mailer in passenger train format and concentrate on a smartly designed postcard with personalised, relevant content.
8. Adaptability and agility are becoming increasingly important
Similar to agile marketing, the print sector must also adapt to become more agile and adaptable. Rapid iterations and immediate responses to changing market conditions will be critical to a company’s success. Above all, it is important that technology providers, CRM agencies and consulting firms work together effectively to develop innovative solutions and optimise the entire process from conception to delivery.
To make sure it really works, you should make sure when choosing your partners that they have the same innovative and agile mindset as you and that they match your company’s values.
9. Content remains king or queen: outstanding content and storytelling
It’s not just social media that thrives on high-quality content and exciting storytelling – print materials also need to tell a strong story and deliver content that captivates or informs your readers. To achieve this, you not only need to know your target group inside out, you also need an effective content marketing strategy that includes direct mail.
Tip: Direct your customers to your social media channels with print products and create engagement there. For example, you could integrate a QR code that leads to Instagram, where you can reveal additional tips and tricks, organise competitions and much more.
10. Sustainability? Yes, please!
Nowadays, there are very few companies that are not trying in some way to make their processes more sustainable. Especially in the print sector, environmental protection becomes even more important as it can easily be associated with paper waste. That’s why you should definitely use environmentally friendly materials, printing methods and processes to minimise the ecological footprint of direct mail campaigns.
The solution? Programmatic print! You can target your customers and print shorter runs instead of sending out mass advertising. Incidentally, all our direct mails have been carbon neutral since 2021! Not bad, is it?
You don’t have to reinvent the wheel, you have to optimise it!
As you may have noticed, you don’t need to completely rethink your direct mail measures, but can hop on the bandwagon and benefit from further developments in areas such as IT, personalisation and artificial intelligence. Better technical integrations make it possible to increasingly integrate direct mail into your marketing strategy and ensure optimal communication across different channels – online and offline. With our practical tips, a great team and an agile strategy, nothing should stand in your way for 2024!
