Direct mail: A future of opportunity
In an era when digital distraction is almost crippling, marketers are finding the need to be more in tune and connected with their customers. Direct mail is a powerful tool for making that happen.
21% Less
Direct mail takes 21% less cognitive effort to process than digital marketing because it’s tactile and “real”, which leads to longer-lasting emotional connections and brand recall.1 In addition, it has longevity. Recipients tend to keep it around.
6 out of 10
These benefits are amplified when print includes relevant, targeted personalisation and embellishments. This explains why six out of ten marketers still prefer direct mail over other offline channels and continue to include it in their direct marketing strategy.1
Print Providers Are Embracing Digital Enhancements — for Good Reason
37%
more excited
37% of consumers are more excited to receive their mail each day, compared to before the coronavirus pandemic.2
30%
more time
30% of consumers are spending more time reading marketing or promotions that arrive in their home mailbox compared to before the coronavirus pandemic began.2
75%
brand recall
Only 44% of people can recall a brand immediately after seeing a digital ad compared to 75% of people who receive direct mail.4
Personalisation makes it easier to maintain a 1:1 connection — while adding strengthened relationships and increased loyalty for brands and increased productivity and profitability for you.
Going Beyond CMYK increases impact even further. Metallic and neon inks, textured stock and other embellishments help direct mail pieces stand out and captivate attention.
Top 5 reasons marketers desire printing enhancements7
77%
Give brand a premium look
64%
Capture the attention of recipients
63%
Differentiate from competition
56%
Enhance brand image
41%
Increase response rates
Personalisation + Beyond CMYK = MORE IMPACT
Combined with digital, direct mail packs an even greater punch. In fact, a combined physical and digital presence can increase impact by 32%.8
Website visits up
68%
Response rate up
63%
ROI up
60%
Leads up
53%
The results are irrefutable. Direct mail still outperforms other media time and again.
60% of catalogue recipients visit the website of the company that mailed them the catalogue.
Direct mail recipients purchased 28% more items and spent 28% more money than people who didn’t get that piece of direct mail.
Up to 90% of direct mail gets opened, compared to only 20-30% of emails.
The response rate for direct mail is up to 9X higher than that of email.
Direct mail offers a 29% return on investment.
The Bottom Line: Advances in data collection and analysis, machine learning and AI have revolutionised direct mail.
Xerox technology has upped the direct mail game, and the rewards that come with it. With speciality inks, personalisation and automated workflows, its impact and ROI are greater than ever.
Make the most of the Direct Mail opportunities with Xerox
Xerox® Baltoro® HF Inkjet Press
Inkonomics amplified
Be ingenious with advanced automation, an optional 5th print station, and extra-long sheet capabilities up to 35"/889 mm.
Xerox® Iridesse® Production Press
Print like a pro in seconds. End-to-end automation nails the basics. Inline speciality embellishment options add profit-driving “wow.”
XMPie® Personalised Communications
Ready to take personalisation to the Nth degree? XMPie makes it easy.
Direct Mail in Action
Purposeful Personalisation with Triggered Direct Mail
Learn more about how triggered direct mail marketing solutions can capture the attention of prospects and drive customer actions with personalised messaging.
Mailer Delivers 2,200% ROI
See how Partou Childcare significantly boosted enrolment rates with a highly personalised direct mail and web campaign.
Making Dorset Buzz Again: Bees and Technology
XMPie® allowed the Dorset Wildlife Trust to send relevant communications based on demographic data and user behavior. And messages were made to fit the unique needs of social media, email, and printed materials.
Sources:
1. Canada Post
2. Valassis, 2020
3. RetailWire, 2017
4. Marketing Profs, 2017
5. McKinsey & Company
6. DMA, now part of the ANA
7. Napco Research, Adding Value to Digital Printing - Ways printers are going beyond CMYK
8. “Direct Mail Conversion Research,” USPS, February 2019. Please note: All statistics were based on a survey of 75 marketing decision-makers.
9. United States Postal Service
10. DMA, now part of the ANA
11. Marketing Charts
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