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2011 Direct Marketing Trends Recap

2011 direct marketing trends recapAs 2011 comes to a close, I hope that your company’s marketing efforts were successful! However, in marketing, there’s always room for improvement. We saw a lot of successful trends in direct marketing over the last year, and perhaps some of these trends can benefit your business in 2012.

Experimenting with Enhanced and Unique Formats

Many companies have been thinking “out of the envelope” when it comes to direct marketing. According to Direct Marketing IQ, they’ve seen an increase in the use of larger formats, even as marketing budgets have shrunk. “The percentage of mail that was larger sized (bigger than 6″ x 9″s) actually went up by 9 percent!! Now larger formats are being used a full quarter of all mail — 25.5 percent to be exact. How long this trend can hold remains to be seen.” A mailer size that is out of the ordinary such as an oversized postcard or a slim-jim magalog will be more likely to catch the eye of your prospect.

Taking Advantage of Intelligent Mail Barcodes

The Intelligent Mail Barcode, or IMB, is an upgrade of the coding processes used by the United States Postal Service (USPS) to sort and track pieces of mail that travel through the postal delivery system. The IMB includes the data types from the POSTNET and PLANET Code barcodes, plus additional information. While the IMB can help your direct mail reach your customers, it provides so many other benefits, including greater accuracy with all data in one barcode, greater accountability and tracking from USPS, and improved error correction.


Tailoring marketing messages, whether through direct mail or email, was a huge trend in 2011 that caught the eye of many customers. Digital print processes have allowed companies to create personalized content right off the press in a single print run, including content that was relevant to each individual customer. Personalized URLs, or PURLs, helped link print media or email to personalized landing pages with unique content. PURLs are easy to remember and usually include the customer’s name, so that it not only catches the prospect’s eye, but makes them more likely to go online and visit the URL. A personalized landing page will contain information that is specifically relevant to that customer. The content can be dynamically generated based on preferences and prior purchases, resulting in truly relevant content.

The Continuing Dominance of Email

While some pundits may have predicted the slow death of email marketing, 2011 showed that email is not dead, and very much an important part of the majority of marketing campaigns out there. However, bulk email blasts are an endangered species. Marketing Sherpa notes that triggered emails were a big success in 2011, and resulted in significantly higher engagement than standard promotional email messages. “A case study shows how Microsoft implemented a multi-stage, months-long triggered email series to improve engagement and educate new B2B Office 2010 customers. They increased open rates by 800% and clickthrough by 2,100%.”

Video Reaps Results

A case study on Marketing Sherpa showed how enterprise software developer repurposed existing content to reengage with neglected prospects. The content was used to create, videos, white papers, links to third-party content, data sheets, and a combination of PDFs and links. “The big result of the campaign? The email sends with video accounted for 54% of the total clicks. The videos included calls-to-action to download educational papers and analyst reports.” Videos can be used in so many ways to support a marketing campaign, including basic educational videos describing a product or service and testimonials of customers who have already purchased a product or service. Videos can be used to answer customer questions, highlight a new product, and introduce company experts.

Integration of Multiple Marketing Media

Integrated marketing was predicted to be a big trend in 2011 and it certainly followed through on its expectations. It is almost mandatory to have a consistent and integrated message across several types of media, from direct mail to email, from websites to radio and TV advertising. Integration isn’t just repeating the same message on every type of media; it’s creating complementary messages that build upon each other to drive home your message to your prospect. For example, you can set up a campaign that begins with an email message prompting the customer to visit a specific website, where additional information is located. The email message can be followed up with a print postcard with a PURL to encourage prospects who have not yet visited the website to check it out. All of these media can also be integrated with social media efforts on Facebook and Twitter, along with supporting videos hosted on YouTube.

QR Codes

Quick response, or “QR” codes, represent another trend that saw success in 2011. QR codes are two dimensional bar codes that allow prospects with mobile phones to easily access product or service information. QR codes can be placed on postcard mailers, print advertising, or even billboards and posters. The code can link to anything online, from a specialized landing page to an explanatory video. While companies such as Microsoft have created their own 2D code styles, they can only be read by specific Microsoft programs, whereas standard QR codes can be read by many different programs. Another benefit to QR codes is that you can re-use the code to update to new and improved content whenever you want without having to update the code itself.

While trends do come and go in direct marketing, these specific trends have shown success and staying power in 2011. If there are some tactics in this list that you haven’t tried, make a resolution to add them to your campaigns in 2012 and tap into some of that success. As always, if you need additional information about any of these strategies, or want to speak to us about your direct marketing, give us a call.

Happy New Year from the Ballantine Corporation!

Image – © fotogestoeber –




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