The application of digital technology in direct mail print has brought unlimited business opportunities to the digital printing market. At the 2006 All In Print Show, it can be seen that the direct mail area has become a major feature and is welcomed by visitors. Direct mail prints (such as postal advertisements, business letters, etc.) enter millions of households through postal channels, and use direct mail to deliver one-on-one features to attract more “eyeballsâ€. In the face of the huge potential of the direct mail printing market, more and more digital printing companies are participating in the direct mail printing market to tap the digital printing business opportunities and promote the development of personalized printing.
Learn about direct mail print
As a traditional marketing method, direct mail has greater opportunities in the rapid development of digital printing technology. In recent years, China's direct mail business has grown at an annual rate of about 60%. Of course, the promotion of direct mail printed materials has also taken a giant leap forward. Direct mail is divided into commercial letters, postal advertisements and corporate postcards. A business letter is a type of advertisement that provides advertisements or non-advertisement services, targeted selection of a target customer group to print and encapsulate; advertisement business letters refer to various product single-page advertisements, brochures, sales letters, and products. Catalogues, greeting cards and other types of advertising materials; non-advertising commercial letters are various statements, receipts and receipts sent to financial institutions such as banks and insurance companies and other enterprises and institutions; postal advertisements usually refer to The large-scale mail-issued newspapers are delivered with or directly delivered to various advertising products of the target consumer group; corporate postcards are issued by the postal department and can print advertising-type graphics on the front or back.
Direct mail is in the interest of the public
The facts prove that direct mail prints are very popular with SMEs, because they are highly efficient, flexible, cost-effective, human-friendly, with high feedback rates and strong confidentiality. In addition, its accuracy, good publicity, and investment costs are not wasted. Recipients can come forward and share publicity materials with their families. These are undoubtedly important factors for their rapid development.
Personalized variable data printing
In fact, the real selling point of direct mail prints is personalized variable data printing. The direct mail printed with personalized variable data is now very common in foreign countries and not much in China, but its market potential is huge. At present, in China, the number of personalized direct mail advertisements is still relatively small. In general, enterprises only design and print popular publicity materials, and do not adopt different solutions for different target customers. This is a big gap with foreign countries. The use of digital technology to print direct mail prints is mainly from telecommunications, banking, insurance and other financial institutions sent bills, bills of advice and other charges. Some companies have different characteristics of different occupations for sales managers, doctors, and drivers. They print personalized bills with the same format and different contents, and print corresponding greeting greetings and names of printing recipients on bills. The care of the users has enabled them to receive targeted services and have achieved good results.
More and more options
With the increasing demand for personalized print products, digital printing equipment suppliers such as HPIndigo, IBM, Fuji Xerox, and Océ have introduced relevant equipment to meet this market demand. In addition, application systems supporting databases, other devices associated with direct mail printing, such as business letter processing intelligent automatic packaging equipment, have more choices along with the development of direct mail.
Looking for bigger selling points
In order to expand the development of direct mail printed products, in addition to the market demand and development trend of direct mail, it is also necessary to find the true selling point of digital technology in direct mail printing by comparing the differences between digital printing and traditional printing. In the face of fierce market competition, how to increase user loyalty, increase profits, more effectively and timely to join the market competition, and significantly reduce the indirect inventory of printed matter is the key, requiring the user loyalty, effective, fast, short version, digital printing Is its best choice.
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