When Direct Mail Gets Digital, Brands Unite

In a world where 90% of brand contact can happen in digital channels, how you use print can be the difference between marketing wins and wasted money. Smart brands today are using digital print and direct mail to bring many of their online marketing techniques into the real world and their customers’ homes.

personalized direct mail

When Target Marketing started some 40 years ago (then called ZIP), direct mail was the smart marketer’s channel — the one where you could execute scientific marketing, measure results to a “gnat’s eyebrow,” and reasonably predict ROI on every effort. Times have changed, the world’s gone digital, and so has marketing. But print is evolving along with the rest of our digital world. Digital printing is a real thing, and the impact those technologies are having on direct mail is phenomenal.

In a world where 90% of brand contact can happen in digital channels, how you use print can be the difference between marketing wins and wasted money. Smart brands today are using digital print to bring many of their online marketing techniques into the real world and their customers’ homes.

We’ve been working with a sister publication, Brand United, to cover how brands are using these new technologies in their print marketing and direct mail. And we’ve covered some very interesting cases. Now we’re looking for more.

What Digital Print Marketing Can Achieve

You can click over to Brand United right not to see how brands are making an impact with digital print. Including:

How the luxury home goods brand Amara creates an award-winning customer experience through its personalized package inserts.

How the premium pet brand Mr. Dog uses print-on-demand, digitally customized packaging to bring its unique brand voice to consumers at home and on retail store shelves.

And how the Delta Group used a must-open digital direct mail piece to double response rate and increase the average donation by 40%.

In addition, the site is full of supporting “Pro Tip” articles that’ll show you how to get those kinds of results in your own marketing.

So, if you’re wondering why we talk about direct mail so much on Target Marketing, head over the Brand United to get a taste of everything you can do with today’s high-tech, digital printing and direct mail.

Got a Digital Print Story to Tell?

And if you’ve had success with these kinds of tactics yourself, we would love to hear from you!

Brand United is always on the lookout for new case studies about how brands are using these tactics to fuel their marketing success. If you’ve got a good story to tell around digital print and direct mail, send me an email at tmcgee@napco.com, and we’ll work on getting that onto Brand United.

Author: Thorin McGee

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

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