The Direct Mail Opportunity
By all accounts, direct mail is one of the best opportunities worldwide in print*services today. And customers welcome it. Consumers prefer direct mail for receiving*marketing and promotional information*and direct mail gets customers attention;*81% of households read or scan some or all of their advertising mail. In addition,*direct mail and catalogs outperform other media in building traffic to a website, phone*number, store or other business. Even the younger generation prefers mail.*
For example, 70% of consumers aged 25-34 who receive bank*statements read them on paper compared to 63% of consumers*aged 50-64. Across all ages, most printed documents are read more*than once and often for an average of three minutes4. Lastly, mail*is measurable. So marketers can track and account for the revenue*generated from their marketing investments in direct mail.
Page growth will accelerate until 2015 in Western Europe. Direct*mail and marketing collateral will be the big drivers of growth for at*least the next decade. (Caslon & Company, Western Europe Color*Market Forecast, March 2008)
The key to success is creating highly relevant direct mail, made possible*with full-color digital printing technology and data-driven information.*Analysts report digital color printing is the only segment of the
printing industry showing a dramatic increase in volume. InfoTrends*is forecasting digital color impressions growth at 10% CAGR between*2007 and 2012. And Pira reports that global printing revenue from
direct mail was estimated at $35 billion in 2007 and expected to grow*at CAGR of 6.7% in 2007-2012.
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