The application of digital technology in direct mail printed materials has brought unlimited business opportunities to the digital printing market. As can be seen at the All India Exhibition in 2006, the direct mail zone has become a major feature of it and is very popular among visitors. Direct mail prints (such as postal advertisements, business letters, etc.) have entered thousands of households through the postal channel, using the characteristics of direct mail one-to-one communication to deliver, in order to attract more "eyeball". Faced with the great potential of the direct mail printing market, more and more digital printing companies are participating in the competition of the direct mail printing market, from which they can tap the business opportunities of digital printing and promote the development of personalized printing.
Learn about direct mail prints
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 made great strides forward. Direct mail prints are divided into business letters, postal advertisements and corporate postcards. Business letter is a kind of letter that provides advertising or non-advertising services, and specifically selects the address of the target customer group to print and encapsulate; advertisement type business letter refers to various product single-page advertisements, brochures, sales letters, products Catalogs, greeting cards and other advertising materials; non-advertising business letters are various statements, charge notices and receipts sent for financial institutions such as banks and insurance and other enterprises and institutions; mailing advertisements usually refer to Posts and newspapers with large circulations are attached to or delivered directly to the target consumer groups; corporate postcards are issued by the postal department and can be printed on the front or back of the advertisement.
Direct mail is in the public interest
Facts have confirmed that direct mail prints are very popular among SMEs because of their high efficiency, flexibility, economic benefits, human touch, high feedback rate, and strong confidentiality. In addition, its high accuracy, good publicity effect, and no waste of investment costs, the recipient can take it out at any time, and can also share the promotional materials with their families. These are undoubtedly important factors that promote its rapid development.
Personalized variable data printing
In fact, the real selling point of direct mail prints is personalized variable data printing. Personalized variable data direct mail prints are now very common abroad, not many at home, but their market potential is huge. At present, there are relatively few personalized direct mail advertisements in China. Generally, enterprises only design and print some popular promotional materials, and do not adopt different programs for different target customers. This is far from abroad. The main application of digital technology to print direct mail prints is the statements and charge notices sent by financial institutions such as telecommunications, banks, and insurance. Some enterprises print personalized bills with the same form and different contents according to the different characteristics of customers such as sales managers, doctors, drivers, etc., print the corresponding blessing greetings on the bills, print the name of the recipient, etc. This personality The caring care makes users get targeted services, and the results are very good.
More and more options
With the increasing demand for the personalized print market, suppliers of digital printing equipment such as HPIndigo, IBM, Fuji Xerox, and Océ have introduced relevant equipment to meet the needs of this market. In addition, the application system that supports the database, and other equipment associated with direct mail printing, such as business letter processing intelligent automatic packaging equipment, have more choices with the development of direct mail.
Find a bigger selling point
In order to expand the development of direct mail prints, in addition to the market demand and development trend of direct mail, it is also necessary to find the real 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, join market competition more effectively and in a timely manner, and obviously reduce the indirect inventory of printed matter is the key, and require user loyalty, effective, fast, short version, digital printing Is its best choice.
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