Even with increased competition from digital media, direct mail is here to stay. In the past, consumers have been bombarded with mailings, but as many marketers switch to online methods, consumers are now overrun with emails rather than print mailings. This gives a chance for marketers to directly reach consumers on a more personal level.

So, why direct mail?
81% of households read or scan some or all of their advertising mail. By using direct mail you can create highly targetable customized messages. With Xerox’s 1:1 Lab, there are multiple formats like postcards and letters to catalogs, product samples and gifts. This allows for versatile formats and tailored messages.

Direct mail is highly measurable, allowing you to track ROI and response rates. With personalized messages, profit is increased. According to DMA, every dollar spent on direct mail advertising brings in $11 in sales!

Direct mail also plays a critical role in integrated marketing campaigns. Using multichannel integration, you can combine direct mail with other channels, so one leads to another. For example, in a tailored direct mail piece, a website can be listed that will bring the customer to a website that is also tailored to their needs. As a result, two-thirds of service providers reported improvements in revenue and half agree that these campaigns offer high, if not the highest profitability.

Xerox and its partners offer many enabling technologies, services and solutions for these integrated multichannel direct marketing activities. These Xerox products give you end-to-end solutions that allow you to produce proofs and printing as well as 1:1 marketing documents. I encourage you to learn more about Xerox’s 1:1 Lab and customers we’ve helped, and comment with any questions you have!