There are a number of direct mail marketing trends that bear watching this year, but here are three to keep in mind, courtesy of Crystal Uppercue, marketing manager at EU Services:

Old-fashioned direct mail is hot again, but the “rules” have changed to meet changing consumer habits. To ensure success, you need to know what’s working and what’s not in direct mail marketing. Find out by downloading your free copy of The 5 Best Direct Mail Marketing Ideas of 2010 without cost or obligation.

1. Going green. Look for “green” print and direct mail production practices to gain strength in the months and years ahead. Because their relationship is often symbiotic, printing and direct mail production companies have a responsibility to help marketers choose products that minimize their environmental footprint. Some steps you can take to reduce waste include frequent purging of mailing lists, using variable data printing to effectively target creative direct mail recipients, and choosing lighter-weight paper stocks.

2. Getting more personal. Direct mailers who find ways to personalize communications, either through variable-data printing, customized microsites, or even simulated handwritten notes, continue to see a better response. That’s why the friendly “sticky note” will be a popular choice for those who want to capture attention and maximize results. Sticky notes should convey a tidbit of information (a Web address, a phone number, a discount coupon) that can be saved long after the direct mail promotion is tossed. And they can be personalized.

3. Being a co-pal. Co-palletization combines trays of letter-size mailings from different mailers onto the same shipping pallet. Once co-palletized, all the mail qualifies for BMC (bulk mail center) or SCF (sectional center facility) postal discounts. Co-palletization cuts handling and distribution costs, allowing the U.S. Postal Service to charge less for mail entered at a BMC or SCF. Mailers who employ the strategy get the savings. Large mailers aren’t the only beneficiaries of co-palletization, either. Mailers with as few as 5,000 pieces can achieve discounts for which they would not normally be eligible.

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