Direct Mail Outlook : Mail Continues to Deliver
"Complex imaging requirements are being driven by the industry's desire to integrate and use large amounts of consumer data points," Thornton notes. "Leveraging strategic investments in data analytics, predictive modeling and list procurement, RR Donnelley helps marketers mail smarter by coupling its investments with data, content and personalization strategies."
RR Donnelley continues to make investments in its ProteusJet Multiweb variable color imaging technology. The proprietary technology provides full-page, 100 percent customization, eliminating the need for print versioning, plate changes and the small postal strings which, at low densities, increase cost.
The interactive element is playing a growing role in the direct mail marketing efforts of customers. Technologies such as variable video, augmented reality and near field communication (NFC) give marketers countless ways to pair the digital and print worlds, Thornton points out, earning higher returns, increased reader buzz and expanding audience reach.
"These print-to-digital technologies continue to evolve and to gain market acceptance among consumers," he says. "By combining print-to-digital technologies with existing campaign strategies and integrating digital features into print materials, marketers are able to entice consumers to interact in a way they are receptive to, reach new audiences and increase campaign effectiveness. Already trending in certain demographics, interactive print is catching fire and emerging as the future of marketing."
RR Donnelley, a member of The Coalition for a 21st Century Post Office and the Affordable Mail Alliance, is among the many firms advocating sensible reforms that can provide a sustainable future for the USPS. Thus, direct marketers rely heavily on Donnelley's postal optimization services to guide and provide them with the best postal costs possible.
"The Postal Service provides financial incentives to mailers who build mail density within their campaign files," Thornton notes. "Imaging holds the key to achieving these incentives. Replacing plate versions and string copy with variable-processed color imaging, marketers can cost-effectively increase file density by keeping list saturation intact without sacrificing personalization, targeting or color, and without increasing production costs."