2021 was another year in which we were able to observe the fast-paced evolution of marketing tactics and strategies kicked into high gear at an exponential rate. Online retailers recovered from the 2020 holiday season and integrated new tools, direct mail tactics saw a revival, and the marketing industry discovered that consumers really wanted to reclaim the human connection. Of course, those immersed in marketing specialties are fully aware that the landscape is ever-changing, but what did 2021 teach us about adapting to the needs of the consumer in 2022? Direct mail marketing in 2022 has some unique opportunities to fill consumer needs while implementing new and newly remembered components. Let’s take a look!
With more people staying home, digital tactics like email blasts, and social PPC targeting inundated consumers with a constant stream of generalized messaging and, in many cases, an overwhelming amount of what they considered spam content. Due to a lack of physical numbers in-store, businesses had to shift to reaching those people at home. An estimated 6.4 billion people own a smartphone and let’s face it – most of us are connected to our emails, social media, and favorite sites through these tiny handheld devices.
We learned that consumers wanted more out of the brands they engaged with. They wanted more personalized messaging, more one-on-one experiences. They wanted to be seen, heard, and they wanted to really know there was someone behind the direct message or email. We also learned that crafting the perfect, well-thought-out, sincere, and directly targeted messages played a key role in conversions. Once someone felt like they had our attention, they felt more confident in following through with their purchase. Cue direct mail strategies being reintroduced as a key element to marketing plans in industries of all types.
The importance of data analytics also emerged as an imperative means to ensure marketers were able to really dial into the personalized needs of their clients, constituents, donors, and patrons. The USPS rolled out their informed delivery incentive program, which helped initiate interest for business owners to better collect data from consumer response to direct mail campaigns. It also helped businesses track information regarding cross-platform efforts, and in effect, allowed businesses to use their budgets more wisely and change their strategy for better results in the future.
Considering everything we learned from 2021, that leaves us in an even better position for the 2022 marketing year. By adding more data to our toolboxes, we understand our target audience better than ever before, or at least we now have the opportunity to do so. It takes on average, 8 consumer touchpoints to snag that conversion. This is up by one touchpoint in previous years!
Touchpoints come in a variety of forms. Billboards, radio ads, social PPC ads, mailers, fliers, coupon booklets, catalogs – the list goes on and on. While digital ads have seemingly dominated the touchpoint space for quite some time, as we mentioned previously, the consumers of 2020 and 2021 showed us that they were burning out! Less personalization meant they were just a number in the grand scheme of things. Below we’ve listed a few of the exciting trends we expect from direct mail marketing in 2022.
The experts at ProList are here and ready to discuss these trends with those businesses and organizations looking to up their level of success through direct mail tactics. We’ll help you decide what type of direct mail pieces and what types of campaigns would be best for your industry and area. We’ll even help you with designing and implementing messaging to encourage engagement and lasting impressions.
Give us a call at 1-888-PROLIST, or fill out a contact form on our website here. We’ll help you implement the latest trends, and we’ll help you understand the changes and lessons we’ve learned from 2021!