Direct Mail The Power of Relevant Communications

The Direct Mail Opportunity

By all accounts, direct mail is one of the best opportunities worldwide in print services today. And customers welcome it. Consumers prefer direct mail for receiving marketing and promotional information and direct mail gets customers attention; 81% of households read or scan some or all of their advertising mail. In addition, direct mail and catalogs outperform other media in building traffic to a website, phone number, store or other business. Even the younger generation prefers mail. 

For example, 70% of consumers aged 25-34 who receive bank statements read them on paper compared to 63% of consumers aged 50-64. Across all ages, most printed documents are read more than once and often for an average of three minutes4. Lastly, mail is measurable. So marketers can track and account for the revenue generated from their marketing investments in direct mail.

Page growth will accelerate until 2015 in Western Europe. Direct mail and marketing collateral will be the big drivers of growth for at least the next decade. (Caslon & Company, Western Europe Color Market Forecast, March 2008)

The key to success is creating highly relevant direct mail, made possible with full-color digital printing technology and data-driven information. Analysts report digital color printing is the only segment of the
printing industry showing a dramatic increase in volume. InfoTrends is forecasting digital color impressions growth at 10% CAGR between 2007 and 2012. And Pira reports that global printing revenue from
direct mail was estimated at $35 billion in 2007 and expected to grow at CAGR of 6.7% in 2007-2012.

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