This is a guest article from Canon Solutions America, a valued BCC Software partner.
According to a study by Primir and Interquest completed in 2015 entitled Trends and Future of Direct Mail Through 2020, many printers anticipate continued growth in their direct mail volume in coming years. Some of the reasons for this include advances in digital color printing – especially in the realm of production inkjet – as well as newer targeting and personalization strategies and industry consolidation.
This study found that personalization, postage expertise, and greater automation are viewed by print service providers as their best business opportunities. Currently, over half of all digitally printed pieces are fully personalized with image and text elements.
Despite living in a world where consumers are bombarded with digital media, marketers are continuing to leverage direct mail, and it’s working. Since consumers are experiencing digital fatigue, personalized direct mail messages attract attention and cut through the clutter, in turn providing better return on investments for marketers.