THE FUTURE OF DIRECT MAIL IN THE DIGITAL AGE
Dynamic solutions for a renewed production
With the surge of new communications mediums, people are constantly bombarded with ads, notifications, texts, posts, emails and more. In this scenario, though all of these stimuli make available to us an always increasing amount of information, this also severely tests our concentration. As a result, it can be difficult to pay attention to any one thing for very long. This creates a significant challenge for companies trying to cut through the noise and engage customers.1
However, there is one marketing strategy that still stands out from the crowd, having fought off challenges from multiple “flavors of the month” to prove again its importance. Several companies have discovered that eliminating direct mail adversely impacts their marketing effectiveness; these marketers have promptly decided to re-add it back into their communication mix2.
The reasons behind this choice are many, but the most significant is that direct mail is perceived to have a more lasting impression on consumers than digital marketing. In addition, more than 56% of consumers think that print marketing is the most trustworthy of all marketing channels3.
It’s no secret: 69% of 18 to 24-year-olds prefer print and paper communications in comparison to reading off screen!4 Not only this, studies show that millennials are all about direct mail! A recent Forbes article says that: “…the biggest surprise may be that millennials’ affinity for mail, in general, surpasses that of other generations. They are more likely to scan their mail and more likely to take time to read it and to show it to others.”5
The real point is that, it’s not direct mail vs digital. Each medium has its own advantages and weaknesses. To achieve the highest results the best approach is to combine them as different aspects of the same omnichannel experience.
Direct mail can be the activation point of a multi-level campaign where, by receiving a message inside the mailbox, potential customers are going to be more conscious of the same brand/advertisement when they see it in other places, and vice versa.
If you’ve ever been interested in direct mail marketing, NOW is the perfect time to test it out. Check out solutions for color inkjet technology to add efficiency and flexibility to your direct mail print operations.
Stack 5251 produces 1-up, 2-up, 3-up or 2-up merged stacks as typically required for transactional and direct mail applications. North/south job offsetting ensures high-speed operation even for consecutive small set/book-block jobs at speeds up to 168 m/min (550 feet/min).
CutReady is a cost-effective solution for cutting and collecting of postcards and other applications from pre-printed rolls.The solution consists of the Unwinder u9, Cutter TC 7000 TS, and Shingling Table TC 0250.
The TC 1550 HS dynamic perforator produces horizontal and vertical perforations on demand, with options for static pinfeed punching or dynamic file hole punching
The Zero Speed Splicer Roll 40 automatically changes input and output rolls, eliminating printer stoppages for roll changes and keeping your printer running at full productivity.
From few design options and paper types, today direct mail offers more possibilities than ever before.Marketers can include coupons and tear-off pages as well as integrated technologies (augmented reality & QR codes) in their communications to better catch the target audience.
Communication is emotional and personal
The majority of people (67%) believe that paper is more pleasant to handle and touch than other media. In addition, direct mail has the ability to make consumers feel more valued. Fueling emotion is the best way to stand out, be noticed and finally convert customers.
Physical items increase your brand awareness
In comparison to other media, applications produced in direct mail last longer and are more likely kept by users. Items like catalogues, brochures, calendars or coupons offer therefore a continual subconscious reinforcement of the company brand and message.
There are fewer contenders
Since many companies are shifting to digital mediums, the volume of communications that land in the mailbox is decreasing. This means that potential consumers are more reachable and more willing to listen to a message delivered through direct mail.