What does direct marketing look like in 2018?

On December 13, 2017

With the new year almost upon us, we thought it'd be a good idea to look at what it has to offer marketers. Here are three trends that will shape how we plan and execute our B2C direct marketing campaigns in 2018:

Optimisation is no longer optional

Of the 1 billion people who actively use Gmail, 75 percent are accessing it via mobile. As customers' digital experiences become increasingly centred on their mobile devices, it's crucial that your marketing emails are designed to work for them. 2018 will see customers turned off by clunky, desktop-only emails that won't load or display properly on mobile. A responsive design that looks just as good on any device will be a necessary part of your future email campaigns.

2018 will be a year of integration and optimisation.
For email marketers, responsive design is a must-have feature for 2018.

Get personal

We're long past the days when you could get away with a generic pitch to 'the household'. Direct marketing in 2018 will take advantage of the technology that lets us personalise and customise our marketing to the reader.

Email automation allows you to further personalise the experience for existing customers, says Litmus research director Chad White. He suggests that the detailed insights that we can gather on our our customers' activity will allow us to send them emails containing the right content for them, at the right time for them to read it. This level of personalisation and relevance increases the chance for sales.

Consumers have become comfortable with a fluid, holistic digital experience.

Everything is connected

Multichannel marketing is more important than it ever has been, as consumers become more comfortable with a fluid, holistic digital experience. It's no longer enough to use multiple types of media for your campaigns. Those different channels need to work together. This means emails that link to online catalogues. Direct mailers with QR codes that take potential customers to a personalised landing page. 

Every part of your marketing is a piece of a larger brand experience, and nothing should try to do its job in isolation. The CMO Council, a marketers' network, says that coordinating many disparate channels can be a challenge, but it's one that is worth taking on in the coming year.

Another take on this integrated approach is the idea of interactive emails. A mailable 'microsite' – an email that includes integrated forms, videos, carousels and social sharing options – gives customers the opportunity to engage with many aspects of your brand's online presence without having to leave their inbox. Marketing strategists Smart Insights predict this format will be adopted by more businesses in 2018.

We're excited for what next year has to offer. To talk about how direct mail can play a part in your 2018 marketing campaigns, get in touch with the team here at the Prospect Shop.

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