With everyone looking to reach socially distanced consumers at home, 2021 brought big changes to the direct mail industry. 2022 will continue the trend of rapid change amid economic uncertainty and ongoing COVID problems. Are there any direct mail trends publishers should be aware of this year? You better believe it.
Optimize all the things
In 2021, the U.S. Postal Service changed pricing and services, which increased the need for organizations using direct mail to optimize their operational efficiencies. Direct mailers should focus on the following areas:
- Cost optimization strategies to leverage tracking tools to yield real return on investment versus the costs of direct mail.
- Speed optimization goals to account for labor shortages that downgraded first-class mail to what equates to second-class service, meaning delivery in three days or more.
- Target marketing optimization to enhance your personalized approach with more timely, targeted messaging.
And if this isn’t enough, there is another big change to direct mail strategy for 2022. Can you say “omnichannel”?
Watch omnichannel this year
Print publications should pay particular attention to the omnichannel world this year. Marketing has entered a new era with a new goal — being everywhere at once to capitalize on our love of digital devices. 2022 is the year of omnichannel communication, and your customers are already there. The data says:
- By 2023, the global omnichannel retail market will grow to $11.01 billion.
- 60% of millennials say they expect brands to provide consistent experiences across every channel.
- Companies with stronger omnichannel engagement enjoy a 9.5% annual revenue increase.
- Customers who shop across channels have a 30% higher lifetime value.
For magazine publishers focusing on direct mail, this means incorporating consistent subscription messaging across print, email, social media, and more. Offer your target market repeat exposure and message reinforcement with the ultimate goal of conversion.
Lose legacy data workflows
This is also the year for reexamining your legacy data. For the most part, new automation tools integrate effectively with legacy platforms. And by “legacy,” we mean “outdated.” Most companies already recognize they need to do something with all the data they collect. So, direct mail companies and their partners must also understand that automating direct mail requires more advanced management of their data workflows. Focus on unifying and modernizing data practices across your organization.
Direct mail, like everything else in the publishing world, is changing.
Contact your Sheridan representative for a consultation or visit our contact page to learn how Sheridan professionals can help you streamline your publishing processes, reduce costs, and keep up with changes in print and publishing strategies.