2013 will bring many changes to direct mail. The first of course are the new rules for self-mailers effective Jan. 5th, 2013. Need to know the rules? Click here. The second change is the postage rate increase that is effective Jan. 27th, 2013. Get your chart here. Beyond the changes with the post office themselves, here are my predictions for 2013.
- Personalized: 2013 will see an increase in the consumer expecting direct mail that is relevant to them. That is special just for them. Focused on what’s in it for them.
- Integrated: 2013 will bring even more integration between direct mail an online. With QR Codes and augmented reality you will be able to engage consumers better than ever before.
- Multi layered: 2013 will bring more multi layered direct mail campaigns. The staggering of different pieces going at selected intervals continually.
Why will these changes occur? Consumers are smarter and expect more from companies now. They feel powerful and in the driver’s seat of their experiences with you. In order to compete, you will need to meet or exceed those expectations. Your brand needs to be approachable and knowledgeable about each person. The more information you have in your database about each person the better you can target your messages and offers.
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