“In order for direct mail to remain a key component of an integrated marketing strategy, the financial stability of the USPS must be assured and postal reform legislation must finally be enacted,” Andersen contends. Postal Service (USPS) can be reformed in the coming year. However, it’s not just how direct mail is perceived that will impact the industry just as important is its reliance that the U.S. Similar to Fontana’s sentiments about the inherent strengths of direct mail, Andersen says that when it comes to acquisition marketing for IWCO Direct customers, direct mail has proven to still be the most effective channel, especially when used as part of an integrated marketing campaign. “The announcement last month from the Direct Marketing Association that DMA now stands for Data & Marketing Association has many talking about whether direct marketing - or direct mail - is now considered old school,” says Jim Andersen, CEO of Chanhassen, Minn.-based IWCO Direct. Not only does digital innovation have an impact on direct mail, changes from outside groups influence the atmosphere in the industry.
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The challenge, though, is determining how to make the most of print within an omnichannel marketing campaign. “Whatever makes sense for our customer to reach their customers.”įontana explains that the effectiveness of printed marketing communications still surpasses their digital counterparts, and that there is data to prove the lasting effects of direct mail on consumer engagement and ROI. “For us, that means we’re having a lot of in-depth conversations about data, tracking ROI and how to bring in other omnichannel facets, such as Facebook redirects,” he says. Maximizing a customer’s opportunity to reach its clientele with a relevant message is also challenging, DeBoer explains, but the message can be based on data, such as past purchases. “That’s really expanding beyond what a traditional printer looks like.” “Printers have the equipment to do the job, but in terms of investments, we’re putting time and money into understanding how to prove direct mail’s ROI by looking at the response rates of the efforts,” he says.
Mark DeBoer, director of customer experience at Hillside, Ill.-based Darwill, explains that one of the biggest challenges is making sure clients know that the direct marketing and communications company is more than just a printer it’s deserving of a seat at the marketing table. The challenge now though is that printers have to wear many different hats to be able to meet customers’ needs. “Brands and marketing teams have to be faster and more flexible than ever before,” Fontana adds. The direct marketing landscape is a dynamic segment in the printing industry that has necessitated printers, marketers and brand managers to respond to digital innovations quickly and efficiently. “Today’s marketers face the challenge of pinpointing consumers on the right channels, in real-time, while the channels are evolving,” explains Michael Fontana, president of Carol Stream, Ill.-based American Litho. Price changes, evolving demands from customers and an explosive digital atmosphere also present new challenges, which make the direct mail marketing space one of the most exciting printing industry segments. Recipients are faced with a barrage of product information, promotions and advertisements from every available platform, making it challenging to stand out from all of the noise. Today on Printing Impressions newsletterĪ changing digital landscape and a market flooded with stimuli - both print and digital - have marketers and printers reevaluating their direct mail strategies.The Top 25 Hot Markets for Print in 2021.Top 100 Print Buyers Forecasted for 2022.
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