As the world churns forward from one groundbreaking technological innovation after the other, it may seem that old-school methods of marketing to consumers have died off in favor of all digital content. However, direct mail continues to be a marketing force to be reckoned with, with Competiscan estimating that over 28 billion pieces of mail were sent in the U.S. in 2023 via direct mail services. Direct mail offers a tangible, personal connection with the end recipient that digital marketing just cannot match, and with new design trends for direct mail services, that connection will only grow stronger. In this post, we’ll talk about what direct mail is and how innovation in design ensures that direct mail will be here to stay for years to come!
What is Direct Mail?
Direct mail is a form of advertising that businesses and non-profits use to communicate personalized messages with a target audience. Direct mail can include any type of physical mail, including letters, brochures, flyers, postcards, and packages, among others. Direct mail helps build a close, direct connection with potential customers by engaging them with an actual, tangible message.
Top Direct Mail Design Trends for 2024
Technology is revolutionizing every part of our world, and direct mail is no different. Emerging design trends in the direct mail space are making this tried-and-true advertising method even stronger in the new digital age. While these trends do yield some very aesthetic and unique mail pieces, the real goal is customer engagement and ROI. Direct mail clients can expect an average return of $4.09 for every $1.27 spent on direct mail according to a report published in February 2024 by Report Linker, which blows most digital marketing methods out of the water. Here are some of our favorite direct mail design trends for marketers to try in 2024:
QR Codes
QR codes aren’t new, but they experienced a resurgence in popularity during the COVID-19 pandemic when consumers were searching for a more hands-off way to interact with their environments. Since then, QR codes have popped up everywhere, from restaurant menus to payment portals to sale flyers and more. Direct mail clients quickly picked up on this trend, incorporating QR codes into their promotional mailings so end recipients can quickly access more information or make a purchase right from their phone. This physical-digital connection element is invaluable as consumers try to find a balance between the two.
Personalized Color Transpromo
Another USPS program that encourages innovation in direct mail design is the Personalized Color Transpromo. This program offers a 3-4% discount for direct mail clients who use full-color marketing messages or account data visualization on their mailers. Clients must use at least two colors beyond black, white, or shades of gray, and the mailer must be personalized to the recipient. Color makes these mailers stand out among a sea of letters, increasing the chance that the end recipient will engage with the mail and eventually interact with the client.
Sustainability
Sustainability is a trend that we hope is here to stay permanently. This earth-friendly initiative has permeated almost every single industry on the planet, and with paper waste being such an important issue, sustainability in direct mail services is crucial. Using recycled papers or other eco-friendly materials in direct mail campaigns not only shows a commitment to making our planet a better place, but it also shows that the company cares about the future of its customers.
Make Your Direct Mail Campaign Stand Out in 2024
Embrace innovation in 2024 with direct mail design trends that get results. Creating memorable, sensory mail experiences with sustainable materials, vibrant colors, and digital integrations is how direct mail clients are bridging the gap between the amazing results of direct mail and the new digital world. Use direct mail design trends to build a deeper connection with your audience and achieve long-term customer relationships, in 2024 and beyond!
Action Mail offers direct mail advertising and printing services with a focus on San Diego County businesses and nonprofits. Trust us for all your southern California print marketing needs, with distribution channels both locally and nationwide.
