Personalised print to boost DM sector
The UK Direct Mail sector is suffering a tough time, according to new research
findings from the Advertising Association. But it's not all doom and gloom -
the uptake of new personalisation technology could provide a much needed boost
for the sector. Advertising spend rose 5.3 per cent in the first quarter of this year with investment in most sectors remaining buoyant except for direct mail, which has plummeted by 7.2 per cent - down to £636 million; advertising in business magazines also fell by 2.7 per cent to £221 million.
DM is clearly struggling at the moment, and is coming under intense pressure from other media. The disadvantages of traditional DM are obvious, long lead times and relatively high production costs - when compared to e-marketing and other web acquisition and retention techniques.
Light at the end of the tunnel? Innovative new digital print techniques are allowing a level of data-driven "on-the-fly" personalisation, with early conversion rates as high as 30% that makes a farce of the perceived high cost of DM. With conversion rates like these companies are more than happy to invest in the new techniques.
PDG customers' campaigns are now at the leading edge of digital print. Together we've created compelling, personalised campaigns that combine personalised graphics and data which truly dazzle! Offered as part of an integrated, 'closed loop' strategy, with online support, all of the marketing activity can now be captured and tracked more effectively.
We recommend taking a segment of an existing database for a mailing campaign and running the new creative technology alongside the traditional version - then just compare the results. Give us a shout if you fancy testing it on one of your projects.
e-mail david.wilson@pdggraphics.com or call +44 (0) 115 967 8555.
Print version