The new year is underway, and with it comes a clear mandate for businesses. Organizations are under pressure to improve communications and connect more meaningfully with customers. Additionally, they are being asked to deliver better results from their marketing investments. The question becomes, what steps can they take to achieve these goals?
For some ideas, let’s look at how leading brands are learning from current trends and navigating this landscape.
Trend 1: Print Still Matters in a Digital World.
More and more consumers are opting to receive communications and pay bills electronically. However, there is still a clear demand for print communications. In fact, more than half of consumers still want paper communications.1 Savvy businesses acknowledge this preference, and they’re keeping print in the mix. The key to success is customer-centric communications. That means offering customers several communications options to pick from.
Trend 2: Poor Communication is Costing Businesses Customers.
Poor communication has a direct impact on customer retention. More than 60 percent of consumers have lost trust in a company after a poor experience or unclear communication. And, almost half of consumers will go so far as to stop doing business with a company.1 Evaluate your communications to make sure they’re making the grade. Make it easy for customers to get help when they need it. Consider self-serve options so they can quickly find the information they need.
Trend 3: Direct Mail is Still Delivering.
Smart marketers know direct mail has an important role to play in their efforts. When it comes to return on investment, direct mail outperforms other channels (including paid search and online display) by 36 percent. Additionally, 92 percent of marketers say direct mail is their most profitable channel.2 Consider using direct mail to send promotional offers to entice prospective customers. Or, send a loyalty campaign targeting existing customers. The possibilities are endless!
Trend 4: Omnichannel Campaigns Outperform Digital Alone.
A broad, omnichannel approach that includes print and digital tactics is almost always the best plan. Marketers who use three or more channels – including print – report 2x the engagement rates compared to digital-only campaigns.3 Be sure to connect your offline and online tactics to create a unified customer experience.
There’s work to be done in 2026, and Matrix is here to help. We are a trusted partner with broad capabilities in digital and print campaigns. From e-solutions to direct mail, we can reach your audience with clear, concise and reliable omnichannel communications. Contact us today to get started.
