Introduction: As a traditional marketing method, direct mail has greater opportunities in the rapid development of digital printing technology. With the increasing demand for personalized print products, digital printing equipment manufacturers are increasingly investing in direct mail and printing products, and the value of direct mail products will gradually be tapped.
In recent years, China's direct mail business has grown at an annual rate of about 60%. Of course, the promotion of direct mail printed materials has also taken a giant leap forward.
Direct mail is divided into commercial letters, postal advertisements and corporate postcards. A business letter is a type of advertisement that provides advertisements or non-advertisement services, targeted selection of a target customer group to print and encapsulate; advertisement business letters refer to various product single-page advertisements, brochures, sales letters, and products. Catalogues, greeting cards and other types of advertising materials; non-advertising commercial letters are various statements, receipts and receipts sent to financial institutions such as banks and insurance companies and other enterprises and institutions; postal advertisements usually refer to The large-scale mail-issued newspapers are delivered with or directly delivered to various advertising products of the target consumer group; corporate postcards are issued by the postal department and can print advertising-type graphics on the front or back.
Today, direct marketing based on print continues to evolve, which also presents a great opportunity for digital printing.
According to the research of the US Win-Win Shipping Company, “direct printing materials printing and value-added services†shows that the growth strategy - marketers must be accurate to realize that printing plays a very important role in this multi-channel information world. This research can support strategy and business development in helping North American and Western European suppliers, print service vendors, and marketing service providers how to access high-value and high-capacity services in today's cross-media environment.
One of the findings of this study was the signs of recovery in the use of printed catalogues, and they continue to be used by marketers to collect statistics on different consumer demographics. In addition, the results of the study clearly show that young people in the Millennials (born 1984-1995) in the United States and Western Europe like to print catalogues, and when comparing their age or income, gender, etc., there is no obvious difference. Barb Pellow, an adviser to Winships, said: "The catalog effectively promotes online and retail purchasing power, and 62% of consumers who receive catalogs are affected by their purchases within three months."
When consumers are asked about their favorite catalogs, their strong interest is basically concentrated in big brands, such as American outdoor products LLBean, IKEA, Victoria's secret, American furniture, furniture brand Crate & Barrel and so on. Of course, some people mentioned the niche market and Internet companies, which also reflected several key trends. Internet companies expand their sales scope and brand awareness through product catalogs, not only for big brands, but also for SMBs.
Direct sellers still value and continue to invest in direct mail advertising.
Direct mail (such as direct mail, letters, flyers, pamphlets, postcards, etc.) is still one of the marketing mixes. It is consistently promoting consumers' attention to online sales or retail stores. Of course, the most important thing is to let them shop. With the advancement of science and technology, the purpose of this benchmarking study is to provide marketers with a look at the future market, support for consumer and direct mail prints, as well as equipment and software requirements. It explores how marketers use direct mail to effectively engage consumers.
Direct mailing through millions of households through postal channels has huge potential in the printing market, and more and more digital printing companies are participating in the direct mail printing market.
The facts prove that direct mail prints are very popular with SMEs, because they are highly efficient, flexible, cost-effective, human-friendly, with high feedback rates and strong confidentiality. In addition, its accuracy, good publicity, and investment costs are not wasted. Recipients can come forward and share publicity materials with their families. These are undoubtedly important factors for their rapid development.
In fact, the real selling point of direct mail prints is personalized variable data printing. The direct mail printed with personalized variable data is now very common in foreign countries and not much in China, but its market potential is huge. At present, in China, the number of personalized direct mail advertisements is still relatively small. In general, enterprises only design and print popular publicity materials, and do not adopt different solutions for different target customers. This is a big gap with foreign countries. The use of digital technology to print direct mail prints is mainly from telecommunications, banking, insurance and other financial institutions sent bills, bills of advice and other charges. Some companies have different characteristics of different occupations for sales managers, doctors, and drivers. They print personalized bills with the same format and different contents, and print corresponding greeting greetings and names of printing recipients on bills. The care of the users has enabled them to receive targeted services and have achieved good results.
Summary: Direct mail printing can be described as a “dark horse†in the printing industry. It not only benefits the digital printing industry, but also can be a very good marketing tool. With the increasing demand for personalized print products, digital printing equipment manufacturers are increasingly investing in direct mail and printing products, and the value of direct mail products will gradually be tapped.
(Data from the Internet)
In recent years, China's direct mail business has grown at an annual rate of about 60%. Of course, the promotion of direct mail printed materials has also taken a giant leap forward.
Direct mail is divided into commercial letters, postal advertisements and corporate postcards. A business letter is a type of advertisement that provides advertisements or non-advertisement services, targeted selection of a target customer group to print and encapsulate; advertisement business letters refer to various product single-page advertisements, brochures, sales letters, and products. Catalogues, greeting cards and other types of advertising materials; non-advertising commercial letters are various statements, receipts and receipts sent to financial institutions such as banks and insurance companies and other enterprises and institutions; postal advertisements usually refer to The large-scale mail-issued newspapers are delivered with or directly delivered to various advertising products of the target consumer group; corporate postcards are issued by the postal department and can print advertising-type graphics on the front or back.
Today, direct marketing based on print continues to evolve, which also presents a great opportunity for digital printing.
According to the research of the US Win-Win Shipping Company, “direct printing materials printing and value-added services†shows that the growth strategy - marketers must be accurate to realize that printing plays a very important role in this multi-channel information world. This research can support strategy and business development in helping North American and Western European suppliers, print service vendors, and marketing service providers how to access high-value and high-capacity services in today's cross-media environment.
One of the findings of this study was the signs of recovery in the use of printed catalogues, and they continue to be used by marketers to collect statistics on different consumer demographics. In addition, the results of the study clearly show that young people in the Millennials (born 1984-1995) in the United States and Western Europe like to print catalogues, and when comparing their age or income, gender, etc., there is no obvious difference. Barb Pellow, an adviser to Winships, said: "The catalog effectively promotes online and retail purchasing power, and 62% of consumers who receive catalogs are affected by their purchases within three months."
When consumers are asked about their favorite catalogs, their strong interest is basically concentrated in big brands, such as American outdoor products LLBean, IKEA, Victoria's secret, American furniture, furniture brand Crate & Barrel and so on. Of course, some people mentioned the niche market and Internet companies, which also reflected several key trends. Internet companies expand their sales scope and brand awareness through product catalogs, not only for big brands, but also for SMBs.
Direct sellers still value and continue to invest in direct mail advertising.
Direct mail (such as direct mail, letters, flyers, pamphlets, postcards, etc.) is still one of the marketing mixes. It is consistently promoting consumers' attention to online sales or retail stores. Of course, the most important thing is to let them shop. With the advancement of science and technology, the purpose of this benchmarking study is to provide marketers with a look at the future market, support for consumer and direct mail prints, as well as equipment and software requirements. It explores how marketers use direct mail to effectively engage consumers.
Direct mailing through millions of households through postal channels has huge potential in the printing market, and more and more digital printing companies are participating in the direct mail printing market.
The facts prove that direct mail prints are very popular with SMEs, because they are highly efficient, flexible, cost-effective, human-friendly, with high feedback rates and strong confidentiality. In addition, its accuracy, good publicity, and investment costs are not wasted. Recipients can come forward and share publicity materials with their families. These are undoubtedly important factors for their rapid development.
In fact, the real selling point of direct mail prints is personalized variable data printing. The direct mail printed with personalized variable data is now very common in foreign countries and not much in China, but its market potential is huge. At present, in China, the number of personalized direct mail advertisements is still relatively small. In general, enterprises only design and print popular publicity materials, and do not adopt different solutions for different target customers. This is a big gap with foreign countries. The use of digital technology to print direct mail prints is mainly from telecommunications, banking, insurance and other financial institutions sent bills, bills of advice and other charges. Some companies have different characteristics of different occupations for sales managers, doctors, and drivers. They print personalized bills with the same format and different contents, and print corresponding greeting greetings and names of printing recipients on bills. The care of the users has enabled them to receive targeted services and have achieved good results.
Summary: Direct mail printing can be described as a “dark horse†in the printing industry. It not only benefits the digital printing industry, but also can be a very good marketing tool. With the increasing demand for personalized print products, digital printing equipment manufacturers are increasingly investing in direct mail and printing products, and the value of direct mail products will gradually be tapped.
(Data from the Internet)
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