Direct mail has benefited greatly from advancements in mass printing, a report has found.Find out more about B2B Direct MailAnalysis by DM News found that the development of high-speed inkjet presses had made direct mail more cost-effective, personalised and impressive in its presentation of promotions.The report said that the use of business database software tools and variable imaging tools had allowed tailored direct mail campaigns to be produced on a mass scale."The ability to do targeted one-to-one marketing in four colors at high resolutions has effectively changed the face of direct mail," John Coyle, president of RR Donnelley's catalog, direct marketing and retail services division, told the news provider.According to the article, marketers remain attracted to using direct mail because of its status as a tangible item with high-production values that a client can hold and consult at their leisure.Debbie Holland, executive vice president of creative strategy, communications and new business for Publishers Clearing House, recently told DM News that strategies to make email marketing variable and personalised were first developed for direct mail.
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