WMW! Analysis of Eco Terms in Direct Mail While there are many challenges in the market, next year looks to be a very exciting time for our industry as direct mail remains such a powerful marketing tool when used in the right way! Now that the USPS is offering a 4% discount on postage through their Tactile, Sensory, & Interactive promotion, we see it being a major factor for organizations to bring value to their branding and direct mail programs. These embellishments have been proven to gain exceptional response rates. We are seeing a very big increase in orders for projects that include tactile and engaging embellishments, much like you see in the packaging industry. There is a great opportunity but the ones who plan best will come out as the winners. With major supply chain disruptions that are expected to continue through 2022, it is more important than ever for direct mailers to forecast programs as far out as possible. However, this year will come with unique and difficult challenges. Higher postage and paper costs also require focusing on essential copy.įollowing the strong fourth quarter of 2021, we anticipate a big year for direct mail. People read less and rely more on images. Some of the trend can be credited to shorter attention spans. Below is a good example from USPS’s holiday-themed folded self-mailers between 20. Think about how postcards are better for a concise copy (see the next trend), cheaper, and faster to read.Īccording to statistics from the Who’s Mailing What! database, the word count in direct mail we’ve tracked has declined by 62%. Postage rates are only part of the story. Large postcards give you more room for your headlines, copy, images, and response CTAs, for a few cents more than mailing at Marketing Mail rates.Īs the chart below shows, postcards are becoming an increasingly popular choice for marketers check out the sharp increase after 2016.

Postcards that measure up to 9” long by 6” high can now qualify for First Class Postcard rates. What’s all this about? One of the actual benefits of the recent USPS postage hike is a change to regulations about postcards that are eligible for discounts.

Direct mail flyers