It’s Transformation Time for In-plants

InfoTrends’ Future of Mail study confirms that direct mail is the preferred method of contact for marketing and promotional purposes, cited by nearly 61 percent of consumers. This is not surprising since direct mail is unobtrusive and easy to manage (as opposed to telemarketing, which ranks very low in InfoTrends’ surveys). Consumers have a high preference for highly personalized direct mail with messages and offers that are designed to reflect their needs and interests (56 percent). The goal is to utilize technology to generate information that is of genuine interest to the recipient. In rating the direct mail that they currently received, however, respondents indicated that only 31 percent was personalized and useful. Meanwhile, 29 percent was personalized but not very useful and 40 percent was neither personalized nor useful. In-plants need to position their organizations to support relevant communications that drive business results.