Offline in an Online world - making DM work
DM is certainly not dead. Research amongst cross-channel marketers undertaken by the DMA and sponsored by Ricoh UK shows that over 70% of respondents are using mail as it's proving to be effective and giving ROI.
According to Gareth Parker, Strategic Marketing Manager at Ricoh UK, 'In order to create cost effective DM campaigns that will engage target audiences, marketeers need to look to create direct mail packages. Effective campaigns encompass digital and print - and when print comes in to play, so do things like paper stock and image quality. With testing now part of the psyche of every marketeer, and KPIs a major concern, technologies such as Clickable Paper can help demonstrate ROI on the print segment and generate a fast return.'
Their Infographic publishes some of the findings from this research and the executive summary report summarises the barriers to adoption as well as the future for DM.