For businesses looking to make their mark in 2018, Antalis has advised that embracing innovative new printing technologies such as white toner will be key to tapping into the customer demand for ever more creative paper-based communications.
Latest figures show that despite the prominence of digital marketing techniques, 38 per cent of adults in the UK have bought or ordered something as a result of receiving mail through the post, proving that direct mail’s response rates are actually anywhere from 10 to 30 times higher than that of digital.
According to experts, the enduring effectiveness of direct mail is because, ‘giving, receiving and handling tangible objects remain deep and intuitive parts of the human experience.’ As such, when it comes to creating paper-based communications that really engage with the customer, it has never been a more compelling time for businesses to adopt the latest paper and print technologies.
Susana Marambio, Head of Channel, Retail, Office Reseller & Consumer at Antalis said, “despite the onslaught of digital comms in recent years, it’s heartening to see that consumers still value the tangible aspect of receiving direct mail, proving that it is still an effective marketing tool.
“However, although we are seeing more and more brands and marketing agencies reacquainting their love affair with creative papers as a way of creating stand out, it’s important to remember that direct mail has evolved from the mass mail campaigns of the past into a data-driven and targeted solution.”