Direct Mail Systems

Direct Mail Systems provides tailored, flexible and effective mailing house solutions to meet clients needs, and exceed their expectations.

Founded in 1974, Direct Mail Systems is a Bristol based fulfilment and mailing house, providing organisations access to a complete range of mailing and data processing services.

Direct Mail Systems expertise is in rapid response mail production. Our 12,000 sq ft mailing house facility has a huge range of printing, enclosing & wrapping equipment to accommodate all your mailing needs.

Email campaigns and social media advertising are often thought of as the most efficient way to reach existing and prospecting customers and wonder about the fate of more traditional marketing methods like direct mail. The truth is, that direct mail marketing has seen a resurgence in recent years, as businesses see its capabilities in effective targeting and embrace tactics such as flyers and personalised mail. Therefore, as we look ahead the question arises: What is the future of direct mail? In this blog post, we’ll dive into our trends and predictions for direct mail and how we think it will reshare many marketing strategies within the coming year. 

7 Direct Mail Predictions for 2024

As direct mail marketing continues to evolve, we’re seeing a unique blend of traditional marketing strategies and new technology advancements, to create a new era of direct mail marketing. Here are our direct mail predictions and trends for the coming year and beyond. 

1. Sophisticated Personalisation 

With the help of technology, direct mail has the capabilities to become even more sophisticated when it comes to personalisation, with the help of data analytics and AI technology. A major upcoming trend, heightened personalisation is set to be a key factor within many direct mail marketing strategies. It has already been shown that personalised direct mail can improve engagement, with it being found to drive an actual purchase by 35%, so it’s clear adding an aspect of personalisation is no longer a ‘nice to have’, but an essential aspect to any strategy.

We can’t pretend that people don’t receive a lot of direct mail, they do! So it’s important that brands stand out from the competition and don’t blend into the crowd. This is done by creating relatable content for their audiences so that it speaks directly to the recipient.  

A one-size-fits-all approach is therefore not enough to cut through the crowd and direct mail campaigns need to be personalised for each recipient’s relationship and history with the company. This can be achieved through utilising customer data and delivering personalised product recommendations or customised messages based on their past purchases, creating messages that rival that of digital channels

2. Utilising Analytics 

We see the further utilisation of analytics within direct mail to be a major trend in the coming year. Just as with digital marketing channels, robust measurements and analytics can reveal key insights into audiences and campaign performance and further support future marketing decisions. Direct mail campaigns generate valuable data, but previously these were hard to access or measure. 

The use of advanced analytics tools will enable in-depth analysis of direct mail campaigns, driving further understanding and insight into a campaign of what and what isn’t performing well. Other metrics and KPIs can also be measured with such tools, like ROI, response rates and conversion, creating a data-driven approach to aid maximum effectiveness and further optimisations. 

3. Hyper-Targeting 

A future trend for direct mail is hyper-targeting, which entails an even more targeted approach to campaigns, creating content and mailers that are highly relevant and specific to each recipient or audience segment. The use of advanced data analytics and even predictive modelling will allow businesses to identify and target niche audience segments with highly targeted messaging which will be incredibly relatable and drive an increased engagement rate, higher response rates and thus a good ROI. 

Again, utilising the available customer data is key for a hyper-targeting approach. Companies can analyse last purchase data, online behaviour, and demographics and use this to craft highly relevant and personalised direct mailers that speak to each recipient. 

The continuous development of artificial intelligence (AI) also provides opportunities for further hyper-targeting campaigns, by helping make predictive insights as well as automated processes. 

4. Interactive & Multisensory Experiences

Providing an interactive and multisensory experience within a direct mail campaign will be a key trend for the coming year. Retaining and capturing the attention of recipients is key and therefore incorporating more opportunities to interact will drive increased engagement as well as improve accessibility. Incorporating augmented reality (AR), QR codes, near field communication (NFC) technology all create a more memorable and engaging experience. Even incorporating more tactile and creative mailer designs will help to make a mailer stand out from the crowd such as 3D pop-ups, scented inserts and embossed paper.  

5. Sustainable & Eco-Friendy Practises 

Environmental impacts are a concern to everyone, but particular customers. Like all industries, more sustainability practices are a big trend and likewise within direct mail marketing. Research shows that customers are choosing more sustainable brands over those that don’t show to be making a positive environmental impact, with 4 out of 5 people choosing a brand with a positive approach to environmental sustainability and 87% of customers wanting brands to act now to encourage future sustainability

This responsibility therefore transcends to a company’s direct mail campaigns, in which the use of more eco-friendly practises like using recycled materials, utilising carbon-neutral mailing, more sustainable printing methods, natural printing inks and minimising waste is more important than ever. 

6. Integration with Digital Channels

Another trend for the future of direct mail is the further integration with digital channels. Many brands already use direct mail to complement their digital efforts but creating seamless integrations with email, social media and websites will be key to forming an omnichannel experience for customers that is consistent across all channels. For example, including QR codes on a direct mailer will enable a recipient to easily access a personalised landing page, therefore bridging the gap between the physical and the digital.  

7. Automation & Triggered Direct Mail

Like all successful marketing campaigns, timing is everything. We predict the use of triggered and automated direct mail campaigns will be a major trend over the coming year, enabling the capitalisation of pivotal moments within a customer journey with minimal manual work needed from the sending company or brand. 

Triggered direct mail will be automatically sent in response to a specific customer action or event that has taken place. For example, one year without a purchase, 3 months after the first purchase, a reminder triggered by an abandoned basket or for a customer’s birthday. This allows for an immediate response on key customer events to drive engagement and ROI and keeps a company or brand top of mind and relevant for the customer. 

What is the Future of Direct Mail?

The future of direct mail is very much alive and holds a whole host of opportunities with the support of innovation and developing technologies. By embracing the upcoming trends within direct mail, such as personalisation, hyper-targeting, sustainable practises and automation, businesses can really harness direct mail as a reliable and effective marketing channel that can offer ROI and engage customers in meaningful ways. As technology continues to evolve, so will direct mail, making it an exciting and modern marketing strategy that shouldn’t be overlooked. 

If you’re looking for support for your direct mail campaign, DMS are here to help. With extensive experience in all stages of direct mail campaigns, we can support you in all areas from printing and production, to data cleansing and delivery. Find out more or get in touch here.

Enquire with Direct Mail Systems today

Whether you'd like a no obligation quote for your mail and printing needs, or just have a few questions, fill out the contact form and we'll be in touch soon.