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How Web-to-print and direct mail marketing improve revenue, loyalty
Many players in the direct marketing industry have embraced the fact that digital media is an essential part of their business strategy. However, there is growing evidence that many of the traditional channels used to reach consumers have yet to wear out their welcome. This has an impact on both the digital print industry and businesses that use direct mail to target consumers. Web-to-print solutions are on the rise in many parts of the world.
Direct mail marketing on the rise
In fact, direct mail is projected to be at the top of the list of the fastest growing applications of digital print production in Western Europe between 2012 and 2017, outpacing books, brochures, magazines and all forms of signage, according to a 2012 InfoTrends report. This reflects the capabilities of direct mail to impact the success of businesses and increase their return on investment. MyPRINTResource.com, a website dedicated to printing technology and news, explained much of the increase in promotional printing and digital applications to developing marketing materials stems from improving printer technology. Ink-jet printers give businesses the ability to create on-demand marketing materials that are personalized for specific customers. However, the source indicated it's important for businesses to invest in hardware and software that create a more streamlined process for developing promotional materials.
Increasing revenue
Meanwhile, many businesses have recognized the need for mailing software as their use of catalogs and other marketing materials continues to expand. Direct Marketing News emphasized the potential revenue at stake with physical mailers. In 2011, the U.S. Postal Service earned $18 billion because of advertising mailers, according to the USPS. Moreover, a 2011 Epsilon channel preference study indicated 50 percent of consumers stated they paid stricter attention to direct mail marketing than email. Consequently, many businesses have continued to integrate catalogs into their strategy.
Christine Scoma Whitehawk, communications manager for IKEA, said the company distributes its catalog to increase customer loyalty. How does it work? Catalogs are highly visible promotional items that are normally placed in areas of the home with high traffic: the kitchen, the living room and on coffee tables. As a result, the content is hard to ignore. Vibrant color schemes draw people in and, as opposed to email, it's far more difficult to simply delete catalogs. The home goods store Serena & Lily conceded that much of its sales occur online, but as much as 70 percent of purchases are directly tied to print catalog marketing.
Consequently, businesses are motivated to pursue direct mail marketing to increase revenue and drive loyalty.
