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.
![Icon of a laptop mostly filled with red apart from the top 21%](http://images.ctfassets.net/ao073xfdpkqn/3wbGiwXiJ9di4qL6TvWfsD/2dc5ae02a59c13bd5236da256687db91/laptop-300x300-1-.png)
21% Less
Direct mail takesย 21% less cognitive effort to process than digital marketingย because itโs tactile and โrealโ, which leads to longer-lasting emotional connections and brand recall.1ย In addition, it has longevity. Recipients tend to keep it around.
![Red and white envelope icon](http://images.ctfassets.net/ao073xfdpkqn/3z4gRLGehnc23CDds9tem5/9e26f190e91c9024be96977c13234561/envelope-300x300-1-.png)
6 out of 10
These benefits are amplified when print includes relevant, targeted personalisation and embellishments. This explains whyย six out of ten marketers still prefer direct mail over other offline channelsย and continue to include it in their direct marketing strategy.1
Print Providers Are Embracing Digital Enhancements โ for Good Reason
![Icon of a man filled with blue from the bottom up to 37%](http://images.ctfassets.net/ao073xfdpkqn/1oXAvqEu4CPTneYdYCBSrC/a9fb881980e6d81383304779d30132a8/man-300x300-1-.png)
37%
more excited
37%ย of consumers are more excited to receive their mail each day, compared to before the coronavirus pandemic.2
![Clock icon showing 30%](http://images.ctfassets.net/ao073xfdpkqn/krGhjR9nLi5OICpsm334w/016f8e3e5e3ed2ea72f8e760ca3553c7/clock-300x300-1-.png)
30%
more time
30%ย of consumers are spending more time reading marketing or promotions that arrive in their home mailbox compared to before the coronavirus pandemic began.2
![Calendar page icon showing 17 days through the month](http://images.ctfassets.net/ao073xfdpkqn/1nZB07T8tHWUypX6Sw76cj/329cc4704a1f6fe6b12152d6d9e9ba36/calendar-300x300-1-.png)
17
days
The average lifespan of an email is 17 seconds. Direct mailโs average lifespan isย 17 days.3
![Mailbox icon showing 75% full](http://images.ctfassets.net/ao073xfdpkqn/5SfqaKNxqXyzh11JDbKGbq/b01855586678508b8561bd1cae304a29/mailbox-300x300-1-.png)
75%
brand recall
Only 44% of people can recall a brand immediately after seeing a digital ad compared toย 75%ย of people who receive direct mail.4
Personalisation makes it easier to maintain a 1:1 connection โ 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
![Flipboard icon with red chart](http://images.ctfassets.net/ao073xfdpkqn/2yAUHPQ2HnCMADtKwLKg8f/74865ccd30d0d7bee3d59a600e9ea449/data-125x125-1-.png)
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 =ย 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 didnโt 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
ืืืื ืช ืืคืืก ืืืจืงืช ืืืื Xeroxยฎ Baltoroยฎ HF
Xerox Baltoro HF ืืื ื ืืืื ืขืื ืืจืืืฉื ืืืืฆืจ ืืืฉ.
ืืืื ืช ืืืคืืก Xeroxยฎ iGenยฎ 5
ืฉืคืจื ืืช ืืืืืช ืืขืืืื ืขื ืืืืืืช ืืืืืืฆืื ืืชืงืืืืช, ืขืืื ืืืคืฆืืื ืืืช ืืืืคืกืช ืฆืืข ืืืืฉื ืืชืืืื ืืืืืืื ืืช ืืจืืืื ืืืืืื ืขื ืืืืจื ืฉื 889 ืโื/35 ืืื ืฅโ.
ืืืื ืช ืืืคืืก ืืชืขืฉืืืชืืช Xeroxยฎ Iridesseยฎโ
ืืืคืกื ืืงืฆืืขืืช ืชืื ืฉื ืืืช ืชืืืื ืืืืืืื ืืงืฆื ืืงืฆื ืืืกื ืืื ืืืืืฅ ืืงืจืื. ืืฉืืืช ืืืคืืก ืืืืฆืขืืช ืืื ืืืืื ืืืฆืืจืช ืืคืงื Wow ืฉืืืืื ืืืืจืืช ืืจืืืืืืช.
XMPieยฎ 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.
ืืืืืจ ืืืฉืืจ ืื ืื ืชืฉืืื ืืืฉืงืขื ืืฉืืขืืจ ืฉื 2,200%
ืืืื ืืื ืืขืื ืืืื Partou Childcare ืืืืื ืืฉืืขืืชืืช ืืช ืืกืคืจ ืื ืจืฉืืื ืืืืฆืขืืช ืฉืืืืง ืืฉืืจ ืืืชืืื ืืืฉืืช ืืงืืคืืื ืจืฉืช.
Making Dorset Buzz Again: Bees and Technology
XMPieยฎ 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, 2020ย
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. โDirect Mail Conversion Research,โ 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
ืืืืจืื ืงืฉืืจืื
ืืืจืช ืคืืชืื ืืืืจืื ืืฉืชืืฉืช ืืืชืจืื ืืชืื ืฉื ืืื ืืืืืื ืืืืืืืืช ืืื ืืกืคืง ืฉืืืืช ืืืืื ืืืฉื ืืืช ืืืื ืืืฉ ืืช ืชืื ื ืืืืืื.
ืกืื ืืืืจืื ืฉื CRC Formation ืืฉืชืืฉ ืืคืืืคืืจืืช ืืชืืื ื Xeroxยฎ Workflow Central ืืื ืืกืคืง ืืชืืืืืื ืืจืืื ืืืฉืืช ืืืืื.
ืกืืคืืจ ืืงืื โ ืืฉืจื ืขืืจืื ืืืื Bell Law
ืื ืืชืืืจ ืืฉืจื ืขืืจืื ืืืื ืืืื ื ืขืืืื ืขื ืืชืืจื ืขืืืื ืืฉืืชืืฃ ืืกืืืื ืืขืืจืช ืคืชืจืื ืืช ืืืืื ืขื ืืกืืก ืคืืืคืืจืืช ืืชืืื ื ืคืืจืฆืช ืืืจื Xeroxยฎ Workflow Central.
Spectrum Print Plus โ The Business of Colour, Clients, and Commitment - Xerox
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