The new year is in full swing, and the experts have made their predictions for the next big trends in marketing. Artificial intelligence, voice search, and augmented reality share many of the top spots. While many marketers are chasing after the latest and greatest technologies, one of the most effective marketing channels remains print marketing. It might not be as flashy as artificial intelligence, but it does have a strong track record of delivering positive returns on investment.

Before launching a direct mail campaign, start with a clear goal. Are you generating leads, increasing sales, or building brand awareness? Defining your objective will shape your creative approach, offer, and mailing strategy. For example, you might aim to drive 50 inbound calls, generate 75 sales leads, or boost website traffic by 50%. A well-defined goal helps measure success and optimize future efforts. Need inspiration? Here are a few strong direct mail campaign goals to consider.

The tools of the trade may change or multiply, but the essence of marketing remains the same. Some tools may go in and out of style based on market dynamics, but the core purpose of marketing never changes.