Attention-grabbing design is one way direct mail marketers can break through the promotional noise that bombards its busy audience. In a recent Target Marketing Magazine article, Paul Bobnak, director of research at Who's Mailing What!, cites three new creative trends that help the direct mail catalogued by his firm to stand out in mailboxes and earn recipient response. First, he notes an upswing in impactful, four-color envelopes, including full bleeds and color on both sides. Second, there is increased use of icons mimicking those from digital screens (desktop, tablet or mobile). It's an especially popular tactic in mail aimed at younger, highly digital audiences, but many mailers now commonly use icons on reply forms and call-to-action devices as prompts to online action or reminders of available response options. The third trend spotted by Bobnak is increasing use of advanced personalization. In a quest for the proven response lift delivered by personalization, mailers are rolling out personalized targeting that goes beyond including the prospect's name to leveraging mailing list data such as geography, buying/donation history, age, gender, etc. in targeted text and imagery. For Bobnak's comments, see http://www.targetmarketingmag.com/article/3-trends-direct-mail-design-2014-top-50-mailers/1
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment