At the end of 2023, Keypoint Intelligence completed a comprehensive multi-client study of print demand in key vertical industries. Over 1,200 respondents from businesses with 200+ employees participated. While digital is on the rise, direct mail remains crucial for effective messaging. This article explores how personalization and specialty print can enhance direct mail's impact.

Keypoint Intelligence's study explored changing print demand across eight verticals: education, finance/banking, healthcare, hospitality, insurance, manufacturing, retail, and publishing. Even in a digital world, direct mail remains important, with 71% of the 1,215 total respondents using it.

The Power of Personalization

Among the 858 respondents using direct mail, 86% personalized their messages, including varying images or text for different groups.

It is also interesting to note that personalized campaigns showed significantly higher response rates. 97% of respondents receive higher rates with personalized/customized direct mail and 56% said that response rates were significantly higher with personalized/customized direct mail.

Making a Difference with Specialty Print

Specialized printing capabilities (e.g., metallic colors, QR codes) are popular for enhancing direct mail. About 95% of businesses using personalized direct mail reported including these features.

The Bottom Line This article offers a preview of the extensive data available in Keypoint Intelligence's Vertical Visions research. It's clear that print remains a vital component of the marketing mix, especially when enhanced with personalization and specialized techniques. These customization strategies can bridge the gap between print and digital, creating an interactive and cohesive customer journey.

Staying informed about effective marketing tactics is crucial for the success of your business and your customers. You can obtain more information about the Vertical Visions multi-client study here. Keypoint Intelligence provides timely and informative insights on current and future market trends and developments through multi-client studies and the On Demand Print Advisory service. 

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