Blog, Direct Mail, One to One Marketing

3 Innovative Direct Mail Tips to Try in 2021


Even in our increasingly digital world, direct mail continues to be a preferred method of marketing communication. In many cases, direct mail helps businesses stand out amongst the crowd by cutting through the digital noise; plus, who doesn’t like receiving mail?! With Print Three’s custom graphic design and printing and Prime Data‘s end-to-end mailing services, you’re free to spend your time thinking of creative and innovative direct mail campaigns for 2021. Here are a few ideas to get you started!

1. Driving Your Customers Online With Direct Mail

While direct mail is a great way to grab a potential customer’s attention, the conversion often happens online. Make it easy for your target audience to enter the conversion process by adding direct links to your website or promotional landing pages. QR codes are not new, but they have experienced a resurgence in the past year due to their ability to drive consumers to a specific webpage without having to go through your main website or having to type in a long URL. Use QR codes to lead potential customers to an engaging video, game, or specific landing page in order to continue to capture their attention and provide a unique sensory experience.

2. Hyper-Personalizing Direct Mail Campaigns With Variable Data Printing (VDP)

We all know that customers will pay more attention to advertisements that are specifically catered to them. Now that many brick-and-mortar stores have been closed and many of us have been focusing on our online presence more than ever, businesses have had time to take a deep dive into their customer base and spend time discovering what makes their various customer segments unique. If used correctly, this personalized data is a goldmine that helps increase brand loyalty. Instead of sending your mailing list 1000 of the same direct mail pieces, why not leverage variable data printing to send each customer a unique piece designed just for them.

For a direct mail marketing example, let’s say you own a pet store. You could segment your customers based on what they purchase most often. Add a dog food coupon for dog owners and try advertising a new cat toy you have in stock for cat owners. Focus on what makes your customer segments unique and create multiple direct mail marketing campaigns based on this information. Try including unique links and landing pages within each campaign, and therefore tracking which segment is most engaged. You can then pivot your marketing tactics to try and further engage the segments that did not convert or begin the conversion process, and perhaps decide to increase the direct mail frequency on your most engaged segment. When it comes to direct mail strategy, Prime Data can help you puzzle together all of these pieces!

3. Engaging the Sense of Touch Through Print Finishes 

While multisensory digital campaigns are increasingly being leveraged to keep audiences engaged, there is no way to appeal to the sense of touch online (as of yet!). Use this to your advantage when creating direct mailers. Get creative with cutouts, folds, images, colours, and various finishes on your direct mail pieces. Use metallics to create shine, cuts to make your mailer dynamic, and folds to reveal hidden messages. Print technology has come far enough that there is a lot you can do to keep direct mail interesting for your customers and prospects.

When it comes to printing and fulfilling direct mail marketing pieces in Canada, Print Three and its partner Prime Data have you covered. Prime Data is a multi-award-winning Canada Post Expert Partner that continuously proves direct mail has measurable value with an excellent return on investment. Prime Data offers clients revenue-driving marketing strategies to get the best return on investment for all of your direct mail marketing campaigns.

Print Three has a wide variety of services to make your direct mail campaigns stand out amongst the crowd. Contact us to learn more!

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