Print is an effective marketing tool for many reasons. It can compel recipients to act, attract new customers, increase customer loyalty, boost brand awareness, reactivate dormant accounts, and deliver profitable results.
Printed communications are a tried and tested media; a staple marketing technique for companies of all sizes the world over. As you might expect, data and personalization are at the heart of effective direct mail communications and essential for delivering relevant and personalized messaging. Although print has faced competition from e-mail, social media, and other types of electronic communications, marketers are discovering that it still is an excellent channel for reaching consumers and driving response rates.
Companies of all sizes have begun focusing on customer engagement over the past decade by delivering increasingly sophisticated digital marketing campaigns. Now, however, these same businesses are rethinking their strategies and incorporating more print into their communication mix. The reason for this is simple—print delivers results!
Printed marketing materials don’t just drive action; they facilitate an interaction.
Whether it’s pulling an envelope out of your mailbox or experiencing the feeling of premium card stock in your hands, people have some sort of physical interaction with print. This naturally creates a tangible connection with the materials.
According to Keypoint Intelligence – InfoTrends’ study entitled Direct Marketing Production Printing & Value-Added Services: A Strategy for Growth, consumers actually read printed direct mail! Of the 900 U.S. consumers that participated in this survey, over 80% spend a minute or more reading the direct mail that they receive, while 28% spend at least two minutes reading it.
Even in today’s digital age, direct mail remains an effective form of communication. According to InfoTrends’ 2018 research entitled Annual State of Marketing Communications, over 64% of consumer respondents considered direct mail to be an effective or highly effective means of getting them to engage with marketing messages. According to another study, 56% of all consumers trust printed marketing more than any other advertising method[1]. If these statistics aren’t enough, here are five more reasons to love printed direct mail!
I will be posting a series of blogs on this page addressing the 5 Reasons to Love Printed Direct Mail. These 5 Reasons will be supported with current studies which sustain that:
1. Consumers Prefer Direct Mail Over E-mail
2. Personalized Direct Mail is Engaging
3. Personalized, Colorful Direct Mail Gets Attention
4. Direct Mail Drives Action
5. Direct Mail is Interactive
[1] Print Marketing Is Still Not Dead, All Business Networks
