The consumer’s mind is rarely idle—at least, not subconsciously. As TV shows break for commercials, we surf the Internet. After we check email on our smartphones, we swipe to browse Facebook. From one platform to another, users are blanketed with advertising and delivered messages. But despite the consumer’s digital dependency, offline marketing isn’t dead. Businesses can’t deny the influence of new age digital advertising, and they also can’t deny the value of traditional direct mail marketing.
Direct Mail Lives On
Direct mail isn’t obsolete; it’s evolving. In a study testing the effects of various marketing mailings, marketing agency RAPP Germany and global measurement company Nielsen found that consumers indeed value physical mail. Among an estimated 1,800 participants, 84.5 percent of recipients opened a custom-manufactured printed envelope and read its advertising contents. In addition:
- 73 percent of U.S. consumers prefer direct mail
- 62 percent enjoy checking their mailboxes for postal mail
- 59 percent agreed that they like receiving mail from brands promoting new products, according to marketing services firm Epsilon
Power of Direct Mail Tech Trends
Direct mail recently adopted technological advancements that have increased its influence upon consumers. Dave Erlandson of Caslon & Co., a firm specializing in the effects of digital printing on new business opportunities, told whattheythink.com about two high-speed inkjet technologies that have enhanced the direct mail industry. Inkjet heads and presses add marketing value and lower costs by producing printed materials with full and variable color.
Relevant imagery and messaging drives superior results. A message with a customized, high-quality color image can serve as the vehicle for larger response rates. One case study found that full-color images of cell phones have increased marketing value. In the insurance industry, color pictures of local agents enhance communication with policy holders and prospects.
Before you think about replacing your direct mail marketing budget entirely with online advertising and digital marketing tactics, Erlandson explains that high-tech printing delivers the following industry improvements:
- Color heads use design specifications and serve as low-cost options for producing fully variable color
- A color digital press optimizes the printing process; for example, you can create holiday cards to send to clients or personalize envelopes for sending customer invitations can be performed in a single step, thus eliminating steps for offset printing, storage and handling preprinted forms, which provides cost savings
- Inkjet presses can perform on-press co-mingling jobs and forgo the step of using a cost center for co-mingling, which also enables savings
Cross-Channel Integration
Direct mail is the most trusted channel for marketing and advertising, according to the Epsilon 2012 Channel Preference Study. For optimal communication and engagement though, cross-channel integration supports direct mail marketing initiatives. Complementing direct mail marketing with social, mobile and video marketing strategies will maximize your campaigns and help achieve goals.
Technologies such as QR Code connect online and print. A piece of mail with a quick response code is a convenient marketing tool and can increase conversions, Erlandson explained on WhatTheyThink.com. Cross channeling mail and QR codes exemplifies how traditional direct mail is a vehicle that drives more powerful digital marketing. Invisible codes are also expected to become tech marketing tools that connect to online content. Direct mail and print ads work in tandem, not against, digital marketing and mobile ads.