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DIRECT MAIL IN THE DIGITAL AGE: How the Power of Print Can Help Convert Readers to Customers

By Eric Hawkinson

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ll too commonly, people seem to think that because we are living in a digital world — one churning with AI, augmented reality, and other technological advancements coming at us at the speed of light — that print must be dead, as well as any means of marketing communication that utilize the print medium by association. But that could not be further from the truth. In fact, according to the recently released Canon Print for Action survey, which was conducted by independent third-party research company Ipsos, 69% of Americans surveyed reported feeling overwhelmed by the 22

JULY-AUGUST 2019 | MailingSystemsTechnology.com

constant barrage of digital information, and 55% of Americans surveyed said that printed direct mailers are more influential from a print perspective and carry more weight than newer mediums like online petitions and podcasts. We hear a common argument that millennials are “glued to their phones,” but print continues to permeate and influence their everyday decisions. We see it, and feel the power of its influence, everywhere — from business cards exchanged during a meeting of the minds to a mail brochure advertising a brand’s latest campaign. Print is one of the most effective mediums both a person and brand can use to communi-

cate, and direct mail is one vehicle with which to accomplish that. Here are three trends that are critical for brands and marketing teams to consider when working with the art of print as they strive to convert readers to digital leads, and digital leads to customers. Power in Print Personalization Personalization can help drive customer loyalty and engagement, and it can also be a key factor in improving the effectiveness of direct mail, according to research from Keypoint Intelligence. In fact, about half of respondents to the Keypoint survey stated that they spent much more time reviewing

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Mailing Systems Technology July/August 2019  

Mailing Systems Technology July/August 2019

Mailing Systems Technology July/August 2019  

Mailing Systems Technology July/August 2019