Next Level Technology Innovations Powering Up Direct Mail

Digital media is significantly expanding the opportunities for printed direct mail campaigns. NAPCO Research has launched a comprehensive report, Direct Mail and Digital Media: A Winning Omnichannel Marketing Combination, which explores the key drivers behind the increased effectiveness of direct mail, the methods through which digital media enhances its performance, and the fresh opportunities accessible to those in the direct mail printing industry.

Evolution on many fronts has heightened the value of direct mail and strengthened opportunities for direct mail printers. Over 89% of direct mail users participating in a NAPCO Research survey currently integrate or plan to integrate digital media and direct mail.

A top factor driving direct mail demand is the ability to boost its performance with digital media to create omnichannel campaigns. The goal of omnichannel marketing is to provide an integrated and unified customer experience across multiple communication channels in the customer’s buying journey. The idea is that presenting a unified message across every customer interaction will have more influence than a disconnected experience.

Key Report Findings

The report finds:

• A main factor persuading marketers to invest more in print is the ability to tie it to digital channels.
• Digital media has strengthened the results delivered by printed direct mail.
• Enhancing direct mail with digital media yields an omnichannel marketing approach that amplifies messaging and boosts performance by expanding touchpoints and impressions.
• Key developments that have elevated the value of combining direct mail and digital media in integrated campaigns include:
  • Software that can automate message integration across channels, while harnessing customer data to improve marketing results.
  • Widespread consumer awareness and adoption of QR code use in printed materials has more marketers considering direct mail. Connecting direct mail and digital media via a QR code enhances performance.
  • Digital printing devices’ ability to print direct mail pieces that target individual recipients via personalization, regionalized messaging, and custom text/graphics.
  • Enhancements in tools for tracking direct mail.
  • USPS Informed Delivery program’s role in motivating marketers to combine direct mail and digital media.

Print Providers Featured

The report also explores ways print providers are optimizing their direct mail offering with digital media technology options. Four print providers report on how their use of DirectMail2.0, a turnkey technology platform that layers 14 digital technologies onto direct mail, is improving direct mail effectiveness.

Print providers purchase a license to use the DirectMail2.0 omnichannel marketing automation platform and can white label the platform to provide a unique branded offering to customers. Platform technology bundles are based on client needs. The company says its omnichannel marketing platform can increase direct mail response rates by 23% to 46% for pennies per piece, by turning a single mail piece into a multi-touch campaign across multiple platforms.

Digitally Enhanced Direct Mail Delivers Results

Direct mail empowered by digital media is amplifying marketing, enhancing omnichannel campaign options, and yielding results. Access the complete report to find out the key drivers behind the increased effectiveness of direct mail, the methods through which digital media enhances its performance, and the fresh opportunities accessible to those in the direct mail printing industry.

Download the complete resource today to discover the available solutions that empower printers, mailing services, and marketing agencies to seamlessly integrate digital media with direct mail, dramatically improving the effectiveness at a minimal cost per unit.