The Value of Print in an Integrated Marketing Strategy

With 42 percent of direct mail recipients preferring to respond online, according to a study by the Direct Marketing Association, outstanding direct mail campaigns now walk a line between digital and print marketing. However, to say that direct mail is just another tool to bring traffic to your website is an understatement. Done well, a personalized direct mail campaign can make customers feel like a company understands them and is putting effort into suggesting products they'll actually like rather than just shouting "SELL, SELL, SELL!"

What they might not realize is that CRM tools and the rapid development of litho-quality digital printing have made it easier than ever to run an effective personalized campaign. But that will just be our secret!

Jonny Rowntree is a freelance writer working with Elanders UK, a company that offers its customers global solutions for print and packaging, supply chain management, and e-commerce.