Unfolding Your 2024 Strategy: Print Marketing Industry Trends for the New Year! 

Within the commercial printing industry, 2024 promises a variety of captivating trends that will redefine the landscape, blending innovation with sustainability and technology. 

In this blog post, we will dive into the predicted trends that are set to revolutionize the printing industry this year: 

According to Smithers’ latest market report, ‘The Future of Global Printing to 2024,’ the printing industry is expected to see an uptick in the global printing market value. The report anticipates a rise from $818 billion in 2019 to $874 billion by 2024. This forecast truly showcases the continuing potential for value addition within the commercial printing industry. 

While the total print volumes are expected to stabilize at approximately 49.5 trillion, A4 prints or equivalents, the global print landscape is beginning to focus more on emerging market opportunities.  

For example, packaging printing, digital envelope printing, promotional materials, die cutting, and variable data printing (personalization) all provide new market opportunities. We are also expecting to see a push for print service providers to cater to higher value, shorter-run work in specific segments. This shift emphasizes the industry’s evolution towards more specialized and agile solutions. 

Source: https://www.smithers.com/resources/2020/feb/smithers-forecasts-the-global-printing-market 

Direct Mail Marketing Remains a Top Channel for Better Reaching Customers 

Direct mail marketing has stood the test of time as one of the top channels for connecting with customers, boasting amazing statistics that showcase its effectiveness in a digitally saturated world. Recent data reveals that direct mail marketing boasts an impressive response rate of 5.3%, a stark contrast to the 0.6% response rate associated with email marketing.  

The impact of direct mail on return on investment (ROI) remains substantial. In 2020, this marketing avenue displayed a commendable ROI of 29%, cementing its position as a lucrative investment for businesses seeking tangible returns. Direct mail marketing can outperform digital channels in eliciting responses – the statistics help us show the unique and lasting impression that well–crafted direct mail can leave on recipients. 

When it comes to the most effective format within direct mail, postcards emerge as the frontrunners, boasting a response rate of 5.7%. Postcards grab attention fast! They’re short, eye-catching, and pack a punch, delivering messages that really stick. 

Postcards, with their concise messaging and eye-catching designs, offer an immediate visual impact that intrigues recipients. Their format, usually featuring vibrant visuals and concise content, makes them easily digestible and memorable. Whether used for promoting special offers, introducing new products, or sharing event invitations, postcards leverage their compact size to pack a punch, resulting in a higher response rate compared to other direct mail formats. 

We know you see it every day! You cannot even check your Instagram feeds without being OVERRUN by advertisements. AND half of them are spam! Can you honestly recount a handful of ads you see daily?? Probably not. That is why postcards, with their hands-on and personal touch, leave a lasting impression, making brands stick in people’s minds. 

2024 USPS Promotions and Incentives 

The USPS offers various promotions and incentives throughout the year to encourage businesses and customers to utilize their services, often focusing on discounts for certain mailings or marketing campaigns. These initiatives aim to drive engagement, boost mail volume, and promote the use of specific USPS services, fostering a mutually beneficial relationship between the Postal Service and its customers. 

View the calendar below to learn more about USPS mailing promotions or click this link: https://postalpro.usps.com/promotions 

Advancements in Printing Technology 

The relentless evolution of printing technology continues to reshape possibilities. In 2024, we expect to witness further advancements in digital printing, offering enhanced speed, quality, and versatility. Innovations like high-speed inkjet printing and improved color accuracy are empowering printers to cater to diverse client demands more efficiently. 

Solo Printing continually invests in state-of-the-art printing technology. In 2024, businesses partnering with Solo Printing can expect even greater precision, speed, and versatility in their printed materials. Our commitment to staying at the forefront of advancements ensures that clients receive top-notch quality with every project. 

In December 2023, we began operating our two new Alegro Perfect Binders. Their cutting-edge technology will help revolutionize our capabilities, providing faster turnarounds, impeccable binding quality, and unparalleled versatility. Our production capacity is reaching new heights, ensuring we deliver top-tier results for your projects. Interested in working with us? Request a quote here: www.soloprinting.com/request-a-quote. 

Sustainable Printing Practices 

Sustainability remains a major concern for consumers and businesses alike. Embracing eco-friendly printing practices is no longer an option but a necessity. 2024 is expected to see a major continued demand for recycled and FSC-certified papers, vegetable-based inks, and energy-efficient printing processes. Printers leveraging renewable energy sources and implementing waste reduction strategies will be at the forefront. 

In line with global sustainability efforts, Solo Printing is dedicated to eco-friendly printing practices. In 2024, our clients can rely on us for a wider array of sustainable options. In fact, we plant two trees for every job sold through our partnership with One Tree Planted! 

Solo Printing is a socially responsible “green” printer. Our company and our employees are committed to the promotion of sustainable forestry practices.  

We recognize that no one wants to live in a world degraded by pollution, chaotic noise, dead oceans, and suffocating heat. The print industry can have multiple impacts on the environment: it consumes forestry products by printing on paper. Its printing emits dust, noise, heat, and volatile organic compounds (VOCs) from inks, solvents, and other chemicals. However, Solo Printing reduces or eliminates these negative impacts by investing in and using the best available technologies.  

Solo Printing: 

  • Purchases and operates energy-efficient equipment. 
  • Imposes operating standards that are safe and healthy for both humans and the environment. 
  • Is committed to and certified for the highest of forestry standards. 
  • Uses products and processes that reduce or eliminate the emission of VOCs. 
  • Recycles and disposes of waste products in ways that do not harm the earth. 

Learn more about our sustainability efforts here: https://soloprinting.com/who-are-we/green-printing/ 

The Impact of Digitalization on Print 

Digitalization continues to blur the lines between digital and print marketing. Personalized and data-driven print campaigns are gaining momentum, seamlessly integrating with online strategies.  

Solo Printing recognizes the significance of integrating digital strategies with traditional print. Which is why we offer SP Direct – a direct mail digital integration platform that does just that. This marketing-based solution offers a comprehensive approach by monitoring the success of our clients’ direct mail initiatives. It addresses the hurdles commonly associated with offline marketing strategies, presenting tailored solutions. Remarkably, it yields a notable surge in our clients’ direct mail campaign outcomes, boasting enhancements ranging from 23% to 46%! This impressive advancement is achieved through the seamless integration of digital platforms like Google, Facebook, and Instagram with the targeted audience and the direct mail campaign itself. 

Solo Printing also offers VDP. Variable data printing (VDP) is expected to reach new heights, allowing for hyper-personalized printed materials tailored to individual recipients. Through our digital department which maintains high-speed inkjet technology, we offer variable dating printing. Variable data allows for complex personalization on pieces which in turn bring much higher response rates.

VDP is a method of digital printing that is growing in popularity due to the power it gives marketers, businesses, and others to customize individual pieces in a larger batch of printed materials. Starting with a standard template, which might include your logo, images, and/or text, variable data printing allows you to use different fields of text or images created specifically for the individual who is to receive the material.  

With VDP, you can put a unique mark on each individual piece, such as a barcode or a coupon code. These codes allow you to keep track of who is engaging with the printed materials, so you can continue delivering quality customer service to that segment, and tweak what you’re doing for other groups. VDP gives you tracking power with your print advertising that many have discounted as something that you can only do online. 

In today’s business landscape, data remains the cornerstones of all operations. Looking ahead to 2024, it is predicted that companies will increase their use of data, aiming for more efficient processes and enriched interactions with customers. This is because the use of personalization can create new avenues for business growth and revenue. Businesses are getting better at using data to create unique experiences that match what people like and how they act.  

Zipdo.co reports that personalized direct mail campaigns show a 135% boost in response rates compared to non-personalized ones. A significant 73% of marketers view direct mail marketing as a vital component of their strategy, with an average success rate hitting 31.49%. 

Cloud-Based Printing Services 

In 2024, cloud-based printing services are set to revolutionize print management, making efficiency the new norm. The integration of cloud solutions offers businesses remote print job management, universal file access across devices, and seamless team collaboration.

Within this landscape, Solo Printing’s B2B digital storefront platform shines, seamlessly integrating digital printing capabilities. Through this platform, partners can effortlessly place orders and personalize pre-designed templates spanning brochures, flyers, booklets, and beyond. With Solo Printing handling file storage and production, brand security and consistency are ensured, guaranteeing swift turnaround times for our partners. 

Customization and Short-Run Printing 

The demand for tailored niche-focused content continues to rise. Short-run printing enables cost-effective production of small batches, catering to specific market segments or personalized campaigns. Printers are expected to invest more in technologies that facilitate quick-turnaround, on-demand printing without compromising quality. 

Solo Printing understands the growing need for customized, short-run printing solutions. In 2024, our clients can expect streamlined processes that cater to niche-focused campaigns with quick-turnaround, on-demand printing capabilities. This ensures cost-effective solutions without compromising quality. Interested in working with us? Request a quote: www.soloprinting.com/request-a-quote 

Integration of AR/VR in Print 

Augmented Reality (AR) and Virtual Reality (VR) are adding immersive dimensions to print marketing. In 2024, expect to see a surge in interactive print materials that bridge the gap between physical and digital experiences. QR codes and image recognition technology will unlock engaging AR/VR content embedded within printed materials, offering consumers an enriched and interactive brand experience. 

The Rise of Print-Enhancing Technologies 

Innovations like specialty coatings, metallic inks, and 3D printing elements are redefining the aesthetics of print materials. These enhancements create tactile experiences, elevating printed pieces beyond visual appeal.  

Expect increased experimentation and adoption of these technologies in 2024 to captivate audience attention and create memorable brand impressions. 

For example, advancements in 3D printing are reshaping design possibilities, sidestepping the necessity for costly molds or tooling. This expansion in capabilities widens design horizons and speeds up both prototyping and production phases, signaling a new era of creative potential in printing. 


As the printing industry navigates the ever-evolving landscape, embracing these anticipated trends in 2024 will be instrumental in staying competitive and meeting evolving customer expectations. Embracing technological innovations, sustainability, personalization, and enhanced engagement through AR/VR integration will define success in the print marketing sphere this year. 

In a world where digital dominance coexists with the enduring power of print, the convergence of innovation and tradition continues to shape the future of marketing. 

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