In a world saturated by screens, it’s easy to believe that the days of printed media are numbered. But this assumption is increasingly out of sync with reality. At bakergoodchild, we’ve seen firsthand how direct mail, when executed with intelligence, data, and the right technology, isn’t just surviving. It’s thriving.
We’ve also seen that it takes innovation and technology to get it right. So we recently partnered with Ricoh to further enhance our capabilities and enable us to offer clients faster production, brilliant finishes, and seamless automation. This collaboration is helping us reimagine what direct mail can do, turning print into a smarter, more agile, and more impactful channel for modern marketers.
It’s not just us seeing the shift, either. Recent reports in Forbes and Printweek indicate a steadily growing interest in direct mail from marketers, brands, and consumers alike. So let’s explore this interesting and important resurgence so that you’re poised to make the most of it.
Why Marketers Are Rediscovering Print
Let’s face it – digital marketing is oversaturated. Email open rates are dwindling, banner blindness is real, and the average person scrolls past thousands of ads a day without a second thought.
But printed mail? It still lands on the doormat, it still commands attention.
According to Forbes, today’s brands are increasingly embracing direct mail as an antidote to digital fatigue. Unlike digital ads that flit across a screen, physical mail is tactile, intentional, and trusted. It sits on kitchen counters and desks. It gets opened. It gets read.
Printweek backs this up with hard data: in Q1 of 2025, brands displayed renewed confidence in mail, with measurable increases in engagement and purchase response. In fact, direct mail’s average dwell time and cost-per-minute of attention outperformed digital display in several key campaigns.
Printweek also recently reported that, according to the latest figures from the Advertising Association (AA) and WARC, direct mail grew 12.9% in the year to Q3 2024. In other words, things are looking good for direct mail.
How bakergoodchild Evolved to Meet the Moment
As an award-winning UK mailing house, first established in 1995, we’ve been a market leader in direct mail for 30 years. Throughout all these years, our mission has never changed. Be quicker, be better. So, it came as no surprise to any of our valued clients that we recognised the need to evolve – and make print feel as dynamic and modern as any digital channel.
That’s why we deepened our partnership with Ricoh and invested in their latest production print technology. The impact has been game-changing.
With the Ricoh Pro C7500 series and smart automation tools, we’ve achieved a 400% productivity uplift. A job that once took four hours now takes just one. With speciality toner options, like gold and neon, we’ve introduced eye-catching, premium finishes that stand out on any doormat. And with simplified workflows and self-maintenance features, our team has more time to focus on creativity and quality, rather than firefighting technical issues.
The result? Faster turnaround, standout output, and the operational capacity to serve clients at scale.
Tip: Read the Ricoh and bakergoodchild partnership case study for a few more details.
Reimagining the Role of Print
This transformation isn’t just about speed or aesthetics – it’s about redefining how print fits into today’s marketing mix. After all, the world is increasingly dynamic and fast-paced, and marketing has to move in step with that progress.
Which is also why we’ve launched our own web-to-print SaaS platform, allowing customers to upload digital documents and trigger automated printing, packing and mailing. It’s fast, frictionless and bridges the gap between digital convenience and physical impact. This blurs the line between the digital and physical, combining automation with the tactile power of real-world communication.
Thanks to Ricoh’s innovations, we’re delivering work that’s not only high quality, but also personalised, vibrant and visually unforgettable. From variable data printing to vibrant metallic accents, modern mail catches the eye and elevates brand perception.
Four Principles for High-Impact Mail in a Digital Era
If our journey proves anything, it’s that print is evolving in all the right ways. For brands looking to get more out of their mail campaigns, here’s what we’ve learned:
- Invest in Innovation
Outdated equipment limits capability and creativity. Modern print tech enables faster production, flexible finishes, and real-time adaptability. For bakergoodchild, smart tech like Ricoh’s presses unlock new capabilities and new revenue. - Make it Personal
Data-driven print allows brands to personalise messaging at scale – a key driver of engagement and action, which you can read more about in our comprehensive personalised direct mail blog. - Integrate with Digital
We’re seeing strong results from campaigns that use QR codes, short URLs or PURLs to drive users from print to web. The most effective campaigns are seamless, omnichannel ones. - Measure What Matters
Print is no longer a ‘blind’ channel. Today, we can track open rates, scan-throughs, and customer behaviour to demonstrate ROI, just like digital. To find out how to do this, read our guide to measuring direct mail ROI.
The Future isn’t Paper or Pixels, it’s Both
Print isn’t dead. It’s evolving.
And when paired with automation, personalisation and striking design powered by tech like Ricoh’s and platforms like Frankk, it becomes a smart, strategic tool that can cut through the busyness of digital oversaturation.
bakergoodchild didn’t just invest in equipment – we invested in relevance. By combining digital ease with print’s tangibility, we’re helping brands reach audiences in ways that are meaningful, measurable and modern. Our story is a signal to the industry: with the right technology, vision, and strategy, print can be a dynamic, modern engine for business growth.
If you’ve written off direct mail, it might be time to look again – and this time, look closely.
Want to See What High-Impact Print Looks Like?
Interested in how our new technology and innovative approach can help your next campaign land with greater impact? Give us a call at 0800 612 1972 and we’ll tell you all about it.
