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2019 Forecast: Cloudy with a Chance of Growth

What’s in Your Mailbox? Part 2: Direct Mail Trend Predictions for 2019

Change often brings about challenges, but always drives progress and growth. Every January, Polaris Direct CEO Judith Maloy attends the Winterberry Group’s Annual Outlook hosted by the DMCNY. At the event, industry expert and Senior Managing Director of Winterberry Group, Bruce Biegel reviews past trends and gives an overview of the changes to expect in the coming year.

Winterberry Outlook Highlights

There were no surprises at this year’s talk. The biggest gains are seen in the areas of marketing technology and data. Here’s a recap of some of the highlights that focus on mail:

  • Direct mail spending was $42.9 billion last year, up slightly over last year’s volume ($42.4 BB).
  • Paper and postage costs are going to be up in 2019, and logistics costs may also rise due to an increase in labor and fuel expenses; these changes drive spending but not necessarily increase volumes.
  • It’s likely we’ll continue to see mail volumes for specific programs reduce as campaigns become more targeted.

Additional Predictions for 2019

  • An increase in focus on mobile-first marketing and engagement across marketing channels
  • Customer loyalty is paramount; there will be more focus on paid subscription options to complement plans for best customers
  • Rising use of Artificial Intelligence (AI) to enable personalization
  • Digital video ad spending is up 30% and will continue to rise

A Year of Growth

Want to know one of the most significant predictions we heard? Direct mail is expected to increase by 3.3% to $44.3 BB. That’s a lot of letters, postcards and self-mailers! It’s going to be a good year for the direct marketing industry.

At Polaris Direct, we offer direct mail services using advanced technology and equipment. We also offer strategic, integrated marketing servicesContact us today to find out how we can help your business grow.


About the author: Lisa Leslie is a Copywriter for Polaris Direct, a nationally acclaimed high-volume direct marketing services company in Hooksett, NH. A skilled writer and creative thinker, Lisa works to uncover authentic and inspiring brand stories to create content that drives customer engagement. Throughout her professional career, she has filled a variety of roles, ranging from marketing administration and project management to digital marketing consulting and content development. In each role, Lisa has remained committed to helping brands tell their stories in ways that capture audiences and encourage customer loyalty. Her intuitive listening skills, broad experience, and talent for writing make her a unique and valuable asset to the Polaris Direct team.

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