Print and direct mail strategies are ever changing and continue to evolve through the years. Stay ahead of the curve by scoping out these three big trends that will impact your print marketing plans as we go into 2024.
Related Content: 5 Tips to Ensure Your Print Marketing Stands Out
Intent-Based Marketing
Intent-based marketing will continue to be critical amongst all types of advertising, and you can expect to see a lot more of it in 2024. Your print marketing strategy isn’t standalone anymore: it should rely on the intelligence of your digital marketing efforts and web strategy. Examples include:
- Mailers sent after an abandoned shopping cart
- Direct mail to new customers and leads
- Upselling/cross-selling based on online purchases
- Direct mail following a website action (e.g., lead registers for an event)
Intent-based marketing uses data to drive further sales and engagement, rather than casting a wide net and hoping to capture an audience that fits your ideal client outline.
Mail Growth Incentive
This is not exactly a trend per se, but it is an opportunity that’s going to make a huge impact on those who utilize direct mail marketing. In August 2023, the U.S. Postal Service (USPS) filed a proposal for growth initiatives. If approved - which is anticipated - they will offer some sweet incentives for direct mail marketing.
The Postal Service will be issuing 30% postage credits to Mail Owners who grow qualifying First-Class Mail or Marketing Mail volumes in CY 2024 compared to volume in Fiscal Year 2023 (FY 2023). You can find the full list of requirements for eligibility on the USPS website.
AI for Print
AI was everywhere in 2023, and we expect to see it start being utilized more and more within print marketing as well. It might seem strange that AI could work with the oldest form of outbound communication, but there are a lot of ways AI can help create and improve your campaigns:
- AI content generation for print copy
- Analysis and prediction
- Campaign optimization based on responses
AI can be a powerful tool and its ability to process huge amounts of data instantaneously will be tremendous for direct mail efforts.
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Commercial printing is about consistently hitting brand standards. Business documents are the heartbeat of internal operations and unique design, mailing, and warehouse services are often critical to the success of projects.
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