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Processing Service Bureau and Direct Mail Segment within the firm's Graphic Communications Business. "It definitely delivers, compared to all media types." Sweeney noted that the Direct Marketing Association (DMA) recently reported that direct mail has a 4.4 percent response rate, compared to a 0.12 percent rate for email. That's 10 to 30 times higher for direct mail as a marketing medium. "The main reason is all of us are bombarded by marketing messages, an average of 3,000 times a day, the majority com- ing in through email," Sweeney added. "Yet we only remember four. Direct mail is permanent, you get it out of your mailbox; it has physicality and longevity to it. Direct mail works because people use data and make direct mail relevant. It delivers busi- ness results." In complete agreement is Debbie Simpson, president of New- port, KY-based Multi-Craft, one of the largest, most respected marketing communications companies in the Greater Cincinnati area. Like Sweeney, Simpson is convinced direct mail still rocks for one overriding reason: "It still works," she said. "That has a lot to do with mailboxes being empty," Simpson observed. "Marketers drifted away from direct mail for a while, resulting in empty mailboxes. Now they're returning because of the value of direct mail. The DMA did a study asking people how they preferred to receive business communication, and 69 percent preferred direct mail. Epsilon did a survey finding that direct mail was the top choice for US and Canadian consumers for receipt of brand communications." Simpson also cited a Bangor University study on how brains process direct mail versus digital messaging. "The finding was direct mail generated a deeper processing than the digital mes- saging, because the brain sees the physical matter as more real than the digital messaging," she explained. What's more, direct mail still rocks because recent technologi- cal innovations enabling highly targeted and personalized mul- tichannel campaigns—as distinct from old-school, non-person- alized communications that produced poor quality leads—are revolutionizing today's direct mail industry. So said Judy Berlin, marketing VP at XMPie, a Xerox subsid- iary. "Advances in big-data acquisition and variable-data print have had a huge impact towards enabling this evolution," she offered. "Direct mail still rocks because marketers can now also incorporate trackable digital technology, such as Quick Response (QR) codes, augmented reality software, or Near Field Communi- cations (NFC) into their print campaigns. Marketers can monitor Tri-fold flyers that tuck inside envelopes, like this one produced by Zoo Printing, are a mainstay direct-mail application for trade shops as well. WHITE PAPER IN. READY FOR THE FUTURE, HERE TODAY. Add more to your bottom line. Move from white paper roll to high-quality brilliant color in one continuous process. The Océ ColorStream ® 3000 Series high-speed inkjet printers provide the edge you need to compete more effectively and enable new applications. VIEW THE OCÉ COLORSTREAM 3500 PRESS DEMO AT: PPS.CSA.CANON.COM/DEMO . 877-623-4969 | CSA.CANON.COM/PRODUCTIONPRINT Canon is a registered trademark of Canon Inc. in the United States. Océ ColorStream and Océ are registered trademarks of Océ Technologies B.V. All other referenced product names and marks are trademarks of their respective owners and are hereby acknowledged. ©2014 Canon Solutions America, Inc. All rights reserved. COLOR THAT STANDS OUT. For more information, visit MyPRINTResource.com/10006967 J u l y 2 0 1 4 / Q U I C K P R I N T I N G 13 w w w. M y P R I N T R e s o u r c e . c o m QP_12-15_0714_DirectMail.indd 13 6/16/14 4:01 PM