Printed direct and transactional mail for B2B and B2C marketing continues to rise: Bakergoodchild

Birmingham, UK-based direct-mail fulfillment and print management services provider Bakergoodchild, has revealed that printed direct mail and transactional mail for both B2B and B2C marketing purposes, continues to be on the increase in part due to their ability to achieve the best results and impact. According to Bakergoodchild, the two elements work together and can be highly effective for companies as part of a campaign – such as a multi-channel communication promotions where numerous techniques can be used to personalize the information specifically to the recipient. This is particularly relevant for companies looking to target consumers with their marketing and sales promotions in the run-up to Christmas, the company said. This can involve the use of specific channel information, such as access to App downloads, providing customers with PURLs (a personalized page), and links to social-media sites with exclusive offers – all of which can help to increase engagement. Additionally, B2B decision makers are more trusting of offers and mailings from direct mail rather than email, especially when used to promote high-value products and services.

Lorraine Burnell.
Lorraine Burnell.

Bakergoodchild has found that personalized print media has a far more powerful presence which can help to enhance response rates and provide a greater ROI. More creative solutions can also be used – such as unique packaging – that tend to get opened more and achieve higher response rates. Personalization is just one of the key elements that the company identified as key to a successful direct-mail campaign. Other factors include project objectives, audience, copy approach, tracking and measurability, print format, distribution and more. “We’ve seen a marked increase in both direct and transactional mail for B2B and B2C marketing as companies look to make their printed collateral more specific and dynamic for a greater impact,” said Bakergoodchild Managing Director Lorraine Burnell. “This is particularly important for companies who are looking to send out their Christmas promotional materials, and need to gain that ROI from their collateral. The better the engagement, the more success they’ll have, especially at this time of year.”

Bakergoodchild currently provides print, mail and postage services for a variety of national and international clients, mailing both across the UK and overseas. Being an independent specialist provider of bulk mail fulfillment and postal services, the company has invested in specialist bespoke mailing solutions and software, which enable them “to be at the forefront of using modern technologies within print for direct mail marketing campaigns.” Bakergoodchild is privately-owned with extensive experience in providing print, mail and postage solutions throughout the UK and internationally.



Tony Curcio is the editor of Graphic Arts Magazine.