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.
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 personalization 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
Personalization 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
Give brand a premium look
Capture the attention of recipients
Differentiate from competition
Enhance brand image
Increase response rates
Personalization + Beyond CMYK = MORE IMPACT
Website visits up
Response rate up
The results are irrefutable. Direct mail still outperforms other media time and again.
60% of catalog recipients visit the website of the company that mailed them the catalog.
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 revolutionized direct mail.
Xerox technology has upped the direct mail game, and the rewards that come with it. With specialty inks, personalization and automated workflows, its impact and ROI are greater than ever.
Make the most of the Direct Mail opportunities with Xerox
Be ingenious with advanced automation, an optional 5th print station, and extra-long sheet capabilities up to 35"/889 mm.
Powers a more brilliant future by delivering more “wow” impact per printed page through digital speciality enhancements.
Ready to take personalization to the Nth degree? XMPie makes it easy.
Direct Mail in Action
Purposeful Personalization with Triggered Direct Mail
Learn more about how triggered direct mail marketing solutions can capture the attention of prospects and drive customer actions with personalized messaging.
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.
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
Xerox Awarded BLI 2023 Software Line of the Year
Buyers Lab (BLI) awarded Xerox with Smart Workplace Software Line of the Year Award 5 years in a row. See how we can help you meet the challenges of hybrid work.
Power Up Your Production Print Profitability
Our infographic provides an at-a-glance look at the latest industry intelligence to help put your production print operation on the path to profit and growth. Download it now.
Five Key Challenges for Powering Print Profitability
Learn how the business model for print providers needs to include value, innovation, security and sustainability, not just quality, delivery and price.
How Print Service Providers Can Drive Profitability
Download our checklist to help you stay ahead of industry headwinds and be more profitable while managing the shift toward shorter, faster turnaround jobs.
Create “Print That Matters” with digital embellishments
Embellishments are no longer just for luxury brands. Learn how Print Panther use digital embellishments to create "Print that people keep".