Direct Mail Will Continue to Grow into 2020
Another year is over and direct mail is still going strong. If new research is any indication, then direct-mail marketing will continue to grow into the next decade. Print Industries Market Information and Research Organization (PRIMIR) conducted extensive research on direct mail over the past seven years and came up with predictions up to 2020. According to its findings, the future looks promising.
Trends of Direct Mail
PRIMIR recently released the study, titled “Trends and Future of Direct Mail Through 2020,” in which it analyzed factors such as new printing technology, augmented reality, QR codes, the role big data has played, and much more. The research also examined the perspective of end users in comparing direct mail to other forms of marketing.
At the conclusion of this research, the findings were positive for the direct-mail marketing industry. Growth is expected over the next few years, according to the majority of printers. Some other key takeaways were the increasing popularity of digital color printing, multi-channel communication, and personalization, which is a trend that seems consistent across industries.
Of course, there are some challenges expected to combat this growth. The increased price of postage is one of the first problems that stand out. Another is the ability to manage the cost of investment necessary for businesses to keep a competitive edge.
The study shows that companies’ commitment to direct mail is still high. They understand the results achieved through focused direct-mail campaigns and will continue to integrate direct mail into their marketing strategies. This is despite the proliferation of online and social media.
Companies are also seeing success in the combination of direct mail and digital marketing. One does not have to rival the other; in fact, pairing the two can lead to more consumer engagement and higher conversion rates.
Both 2014 and 2015 saw the direct-mail industry experience positive growth. PRIMIR believes this growth will continue at least into 2020.
For Macromark, reading these results is encouraging. We’ve been in this industry for three decades and have been witness to the effectiveness of direct-mail marketing. Businesses, both small and large, understand the value of direct mail and how potent it can be in driving traffic and increasing revenue, which is why they continue to invest marketing dollars into direct mail campaigns to attract new leads and communicate with existing customers. We know what works and are able to apply our knowledge to help further the reach of each of the businesses we help meet their targets. Contact us for more information about our direct-mail services.
“New PRIMIR Research Explores Trends and Futures of Direct Mail Market,” Printing News, January 7, 2016; http://www.myprintresource.com/press_release/12156020/new-primir-research-explores-trends-and-future-of-direct-mail-market.
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