Direct Mail’s Integral Role in the Marketing Mix: A Direct Marketer’s Perspective

Despite the surging popularity of digital marketing, direct mail marketing continues to hold a significant position in today’s marketing industry. Over the course of the past 12 months, InfoTrends conducted three major studies surveying marketing executives about their strategies as they move forward in today’s market. One key message from all three studies was that direct mail marketing is here to stay. Based on the prevailing trends, direct mail will continue to play an integral role in savvy businesses’ marketing initiatives.

To stay ahead of the game, today’s print service providers must keep an eye on the trends of the future so they can plan their direct mail services and solutions accordingly. This article summarizes some key trends that print service providers should consider as we move through 2016.

Making the right impression on your target audience means communicating through personalized direct mail. One of the biggest advantages of personalized direct mail is that it can make your customers feel valued. In late 2015, InfoTrends completed a study entitled Micro to Mega: Trends in Business Communications. Of the 800+ enterprises surveyed in this study, over 61% reported that the communications they were sending were personalized or segmented.

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About Barb Pellow

A digital printing and publishing pioneer, marketing expert and Group Director at InfoTrends, Barbara Pellow helps companies develop multi-media strategies that ride the information wave. Barb brings the knowledge and skills to help companies expand and grow business opportunity.

Please offer your feedback to Barb. She can be reached at [email protected].

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