Henry David Thoreau said we need to "simplify" over 150 years ago...

And it's still just as true today.

Especially in the world of direct mail design.

Because direct mail design, much like digital design, has been changing over the years.

There is a long-standing debate in direct mail —

Long detailed copy? Or short, quick-hitting copy?

What’s the best? Most effective? Most responsive?

Effective August 29, 2021, many USPS services will see their first significant cost hike since 2019. The cost of a first-class stamp will increase 5.45% (from 55¢ to 58¢), while the cost of a domestic postcard will increase over 11% (from 36¢ to 40¢).  

Today’s online shoppers face an ever-growing number of choices and mountains of information as they traverse the long and winding path toward a purchase.

Well recent research from Google has revealed that there are some specific strategies to help marketers make sense of what’s often referred to as the “messy middle” of that purchase journey. And it may help your brand land in the right place with the right messaging to the right shopper at the right time.

You are ZOOM-ed out. You’re Webinar-ed out. You’re emailed out.

And — if you are — you KNOW your customers and prospects are. So, what’s the best way to reach the digitally exhausted, the weary-eyed masses in the post-pandemic world?

Trust. It’s hard to build… but easy to lose.  

Especially when it comes to brands.   

Brand trust is key to boosting customer engagement. People are more likely to recommend a trusted brand to family members and friends, pay more for a trusted brand’s product or service, and even share personal data with a brand they trust. Take a look at this chart to see exactly how it breaks down...

With the rise of advanced analytics and a wealth of data to work with, marketers have a powerful tool at their disposal: data storytelling. But what is data storytelling? And how can you make the most of it? 

It goes beyond simple data visualization – the charts and graphs your analytics tools churn out. It’s more than stats on a slide. It’s what happens when you match those data-rich visuals with something human. A story.  

Here’s a simple way of thinking about it... 

Hard data + human connection = data storytelling. 

When you add words, emotion and narrative to data, you get something special. You get a story backed up by proof. It’s a powerful one-two punch of emotion and logic, woven together and supporting one another. 

The end of third-party cookies is on the horizon...  

Mozilla Firefox and Safari already block third-party cookies. And Google announced that it will block cookies through the Chrome browser by the end of this year. What does this mean for digital marketers?  

Direct mail is constantly evolving. And innovation can pay off. It can generate higher response rates among your target audience... and it can even get you a discount from USPS. 

Direct mail has been a powerful marketing channel for decades.  

But looking ahead... it seems that direct mail is poised for a new renaissance in the 2020s.  

Customers are becoming more wary of digital tracking and privacy on the web... 

And the integration of new media with tangible mail creates a powerful, lucrative marketing opportunity. 

This is especially true when you’re trying to micro-target new customers and build lasting relationships with existing customers.  

After all, these innovations simply help do what marketers have always tried to do: get the right offer in front of the right person at the right time.