Transactional Direct Marketing: A new engine for growth

Yes, you read that right. Classic transactional print may be declining, but transactional Direct Marketing (DM) is on the rise. In fact, it’s expected to grow larger than all offset litho printing processes combined by 2024.

Now is the time to leverage the power of inkjet and digital print to optimize first class transactional communications and open the door to greater opportunity.

Digital fog is real. Transactional direct marketing lets you deliver consistent and relevant content while providing a reprieve from screens and digital devices. And as cyber hacks increase exponentially, security and data privacy concerns take center stage. There is an inherent trust factor in communications that are printed and sent through First-Class Mail.

Consumers choose to spend more time reviewing paper-based communications than electronic versions. More than reminders to pay, transactional direct marketing is a tangible artifact consumers can interact with on their own schedule. And with its near 100% open and read-through rate (more than double the rate of email) it’s the most powerful way to ensure key messages and offers are not overlooked or dismissed.

Digital is a powerful tool. But most consumers want channel choice. Brands that push digital-only options may see loyalty lapse. Communications that include both digital and transactional direct marketing will be more important than ever. And while many have added color, charts, images or migrated to white paper factories, today’s customers expect engaging experiences that are digitally integrated. Adding embellishments and specialty ink enhancements, as well as AI, QR codes, AR and VR, triggered personalization and targeted content can increase customer satisfaction and retention.

Print providers that leverage redesigns of their transactional communications and integration of direct marketing content can add value by helping businesses reinforce and strengthen their brands.

Xerox is taking automation to the next level to make it easy for print providers to push Beyond CMYK, create custom content, simplify operations and streamline workflow.

Our approach isn’t just “smart”, it’s adaptable to how people work, think and communicate — with an emphasis on both efficiency and security.

We’re here to help you with everything from design to ROI — to keeping you positioned for growth and ahead of a fast-moving world. So, let’s get started.