Who said traditional print is dead?
Nobody who actually appreciates just what it can achieve.
Just because digital is the flashy new kid on the block, don’t run away with the notion that direct marketing utilising the unique power of print has had its day. Not when 33% percent of people find direct mail the most effective way to remember a product.
Or when 79% of consumers are known to act on direct mail immediately. And let’s not overlook the fact that 74% of direct mail recipients can’t wait to get their hands on what’s in their mailbox.
Yes, mail volume is declining, but direct mail response rates are climbing. And less clutter in mailboxes means more opportunity for some stand-out creative.
What else does print have that keeps people coming back for more?
Try a uniquely touchable, tangible crispness you just can’t replicate online. Backed up by intelligent creative ideas, print also has the proven impact to do other things that digital simply can’t. Like creating more positive feelings towards a brand, and achieving more brand recall than upstart digital trickery.
It’s also well worth bearing in mind that if you’re aiming to reach an older audience, a huge 41% of over 65s still don’t use the internet.
And it’s not only an older audience who’d rather receive a mailer they can hold in their hand – most people would prefer to get your marketing message that way. In one survey 81% of people said they’d rather read a piece of printed mail than a version on a screen.
What’s more, research shows that when you add a personalised message, your printed mailing will be remembered long after its momentary online counterpart has gone.
People are also more inclined to trust print than messages that spring up on their screen unbidden. The smart strategy is to use print and digital to complement each other. A first push with a clever printed mailshot whose message is subsequently repeated digitally and via social media can give your brand extra credibility That way you can reach potential customers both on- and offline.
Direct mail is thriving, and looks set to continue growing for both B2B and B2C marketing.