Remember all of those forecasts about the demise of print? They haven’t come true. Like most offline channels, direct mail took a hit during the COVID-19 pandemic, but it is still remarkably effective. Research by PFL found that, even during the pandemic, marketers were 18% more likely to see “good” or “very good” ROI when direct mail was in their marketing mix than when it was not.
Let’s look at
five reasons why print continues to thrive, even in our digital and multichannel
world.
- Recipients can’t miss
it. If
your email doesn’t get opened, your message never gets seen (which happens
more often than not). With postcards, clear envelopes, windows, and
exterior envelope printing, however, they see at least part of your message—if
not all of it—as soon as they take the piece out of the mailbox.
- It’s visually
appealing. Online
graphics can be lovely. However, a beautifully printed piece will blow
away your screen graphics every time.
- Print amplifies the
message. According
to the Online Marketing Institute, it takes six to eight marketing touches
to generate a viable sales lead. Repetition is critical, and print is an
essential part of the mix.
- Print causes people
to buy. Marketers
once thought that with the growth of e-commerce, printed catalogs would
fade away. History indicates the opposite. Studies find that consumers who
receive printed catalogs are more likely to make purchases at the
retailer’s website than those who do not.
- Consumers trust
print more. Unless
an email comes from a known brand, people are skeptical of claims made by
email alone. Because print incurs a production and mailing cost, it
carries a weight and authenticity that digital marketing does not. People
continue to trust messages communicated in print.
Print remains irreplaceable in today’s “what’s in it for me?” world. While e-marketing is a necessary component in any multichannel marketing campaign, print carries benefits that online channels can’t touch.
Please give us a call at 440-946-0606 for more information.
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