Trends Impacting Mail

The landscape of mail is changing due to an increasingly digital-centric world. (Read our latest blog post on the future of mail.) Businesses today and their marketing teams know they need to align their services to take advantage of these trends. Many marketers are also integrating intelligence in their mailpieces well beyond QR codes.


What integrated developments are currently trending? Paper stocks, substrates, finishing techniques and inks to engage customers in a multi-sensory experience through special visual effects, sound, scent, texture/tactile treatments, and even taste! In addition, interactive mailpiece features (such as pop-ups, infinite folds, or other dimensional treatments) can also help drive customer engagement.

Drive Customer Engagement with interactive mailpiece features such as pop-ups.

Marketers anticipate spending more on mail in the next two years because they will be spending less on email ads, magazine or newspaper ads, and billboard/outdoor ads. Content that is interesting and relevant to prospects and customers must be consistently offered. Mail is one of the channels sited to be a significant element in future trends.

These trends impacting mail include:

  • Consolidate customer data and create a consistent customer experience regardless of channel
  • Position mail as a means to better engage customers and become more integrated across multiple channels and media to maximize impact
  • Competitive companies will become experts in personalization, content marketing and targeting across multiple mediums

What about social media and mail? Have you received any mail without direction to social media access points? Not these days, and especially not in the future trend predictions.

Social media can address operational “pain points” and significantly enhance business performance. It gives businesses a direct contact between customers and developers, executives and front-line workers. With social media, salespeople and suppliers can improve efficiency and effectiveness. You can also leverage inside-to-inside, inside-to-outside, and outside-to-outside communications through social.

The trends that are impacting the mail industry are providing businesses with so many options to effectively communicate with their customers. Are you ready for the bright future of mail?

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