December 21, 2020
27 Predictions for Direct Mail Trends in 2021
We’ve updated this article to reflect predictions for direct mail trends in 2021.
While 2020 has certainly brought about incredible challenges, it also unlocked new opportunities to engage with customers, prospects, and employees. As the year’s events unfolded, companies went all-in on digital, and resilient teams learned how to shift to remote work, produce engaging virtual events, and meaningfully connect with prospects wherever they are.
But as the digital world became saturated and Zoom fatigue kicked in, people began to crave offline experiences. As a result, strategies like direct mail that deliver a personal touch became more powerful than ever. That’s why at Sendoso, we launched more than 10 new features to help our customers stay connected to theirs — including Address Confirmation, Sendoso Choice, and hundreds of eGift options.
In 2021, revenue-generating teams will continue to combine online and offline strategies to create human connections. So what does that mean for direct mail trends?
We asked our community of marketers, salespeople, and executives to share their top predictions for trends in direct mail and offline engagement in 2021. Here’s what they had to say:
27 Predictions for Direct Mail Trends in 2021
Direct Mail Trends 2021 Prediction #4:
“Offline engagement becomes even more important as the tectonic shift to remote work continues (despite COVID vaccines!) and reaching screen-fatigued prospects who are already bombarded online with too many webinars etc. via higher-touch, unorthodox methods offline such as via Sendoso become even more effective.”
Direct Mail Trends 2021 Prediction #8:
“Standard SDR outreach (phone, email, LinkedIn) and digital marketing investments alone can’t drive exponential growth unless your company is in the right place at the right time. Offline/direct mail will continue to increase as creativity and standing out becomes even more important in the sea of ‘robospam’ and 10/80/10 outbound emails and LinkedIn touches.
Direct Mail Trends 2021 Prediction #9:
“Physical, participatory, and ‘not-too-business-y’ campaigns will become critical to build the most memorable experiences and lasting connections. Things like delivering swag boxes, incorporating workouts, or facilitating small group activities will help draw people in and overcome screen fatigue.”
Direct Mail Trends 2021 Prediction #13:
“I think that the needs for SMB-focused sending solutions is going to be huge in 2021. Sending programs can be cost-prohibitive for smaller orgs, but it doesn’t mean that they don’t want to connect with their users via direct mail.”
Direct Mail Trends 2021 Prediction #14:
“Less branded pens, more value for the prospect. Personalization will remain most important when engaging with direct mail. It’s important that the offline engagement is bringing value to your prospects and customers and not centered around your company brand.”
Direct Mail Trends 2021 Prediction #16:
“Personalization will become even more important. No longer can you target your whole list with the same tactics. In a time where trust is more important than ever, personalizing your outreach approach will help build that trust by showing prospects that you are willing to go above and beyond to get their attention. That sets a great precedent on the first step of the larger customer experience.”
Direct Mail Trends 2021 Prediction #20:
“Direct mail used wisely will be a smash hit, especially as part of a multi-touch campaign with a well-thought-out message that matters. This will drive buyers and sellers to have more offline engagement using the phone or video conferencing.”
Direct Mail Trends 2021 Prediction #24:
“As the pandemic rages on and in-person events will be indefinitely postponed, I predict that sales reps and marketers will ramp up direct mail campaigns to grab their buyer’s attention. We’re going to see an increase in physical gifting and maybe even marketers and sellers will be encouraging prospects to post their unboxing experience on social!”
Direct Mail Trends 2021 Prediction #25:
“With COVID-19 still raging and many knowledge workers continuing to work from home, direct mail will have a banner year in 2021 and will be the most powerful tool for getting on the radar of prospects who have become digitally overwhelmed with an onslaught of sales email and Linkedin messages.”
Thanks for checking out these predictions for direct mail trends in 2021! Want to learn how you can start sending to shape the direct mail trends of 2021? Schedule time with one of our sending experts by clicking the image below.