Archive for the ‘Direct Mail’ Category
E Ink (electrophoretic ink) is a specific proprietary type of electronic paper manufactured by E Ink Corporation, founded in 1997 based on research started at the MIT Media Lab. It is commonly used to display text and video in mobile devices and in e-readers such as the display on the Amazon Kindle. E-ink has recently demonstrated the ability to add an e-ink screen to tyvek cloth (basically dupont’s version of plastic waterproof paper cloth). These new screens are much more durable and even have the ability to be bent. This technology (once it is able to be produced at a reasonable price) will allow direct marketers to make their mailings much more eye catching and impressive than normal printed paper.
Below is a video demonstration of an E-ink screen on a priority mail envelope. I have also attached another video of the first major use of E-ink in print, Esquire Magazines 75th anniversary E-ink cover.
What do you think about using E-ink for direct marketing purposes? Do you think it’s the future of print or just another gimmick? Leave a comment below and give us your thoughts!
Direct mail is a green way to shop. If Americans replaced two trips to the mall each year with shopping by direct mail we’d reduce our number of miles driven by 3.3 billion—a 3 billion pound reduction in carbon dioxide and a savings of $650 million on gas alone.
Mail represents only 2.4% of America’s municipal waste stream. America’s municipal waste stream is less than 20% of the reported total American waste stream. The production of household advertising mail consumes only 0.19% of the energy used in the United States.
Mail is made from a renewable resource. The vast majority of paper produced in America today comes from trees grown for that specific purpose mixed with high grade recycled paper.
Facts sourced from the Direct Marketing Association
73% of consumers prefer direct mail for receiving new product announcements or offers from companies they do business with, as compared to 18 % for e-mail.
70% of consumers preferred mail for receiving unsolicited information on products and services from companies with which they are not currently doing business.
86% of consumers preferred mail as their channel of choice for confidential communications such as bill, banks statements, and financial reports.
Studies show that, on average, every dollar spent on Direct Mail advertising brings in $10 in sales - a return of more than twice that generated by a direct television ad.
Sales driven by Direct Mail are still projected to increase by $8.3 billion per year.
Direct Mail works. Perhaps that’s why, in past years, 56.7% of the adult U.S. population placed an order by mail for a product or service.
Direct mail is critical to the economic well-being of communities, businesses and charities throughout the United States. Last year it represented more than $686 billion in sales, supporting jobs at more than 300,000 small businesses across the country.
Facts sourced from the Direct Marketing Association & USPS