Direct Mail Printing Outlook: About Data, Targeting, Triggers (piworld.com)
People are tired of looking at screens. Since February 2020, the number of weekly virtual meetings has risen around 150%, with the amount of time people spend in those meetings up around 252% — that is a lot of time staring at screens all day long. For marketers looking to reach that same audience, online or mobile ads are losing their effectiveness as people seek to step away from the digital world when they end their workday. This is where direct mail comes in — a medium that has never gone away, but is seeing a resurgence post-pandemic. “There has been a permanent change in how mail is being used as a marketing channel,” Gary Masse, CEO of IWCO Direct, points out. “Now mail is the channel that breaks through the digital clutter to gain your prospects’ attention, while being coordinated with online channels to drive greater response in all channels.” Deloitte’s “2021 Connectivity and Mobile Trends Survey” found that the average household now has an average of 25 connected devices, with 38% of households connecting additional devices in the past few years.