The next big year for direct mail will come after the strong fourth quarter of 2021. While 2022 is expected to be another strong year for direct mail, it will also come with unique challenges. In particular, the supply chain disruptions of the last few years are expected to continue, meaning that marketers will have to forecast their programs as far in advance as possible. Fortunately, there are a few things marketers can do to make the most of this year.
Whether you choose to send direct mail to customers or prospects, there are a number of ways to improve the response rate. Direct mail can be customized to the region,
demographic and individual recipient. Even including a recipient's name can boost response rates by 133 percent! According to Forbes, 42% of people will scan and open advertising mailers. And that is more than double the response rate of emails. If you want to maximize your direct mail marketing campaign, you need to understand the psychology of people who receive these letters.
More personalization is not only desirable, but a necessity, as postage costs continue to increase. Paper and ink prices are likely to increase due to high demand and limited supply. It makes sense to be cost-conscious in the long run. By following these tips, you can increase your direct mail response rates 2022. And remember that there are a few things that will keep your campaigns on track. So, be sure to plan accordingly and make them a success.
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