Relevance is a huge factor in any direct marketing program. The offer needs to have relevance to your audience in order for it to be effective (as we discussed in our last blog post). This blog is devoted to the relevance of print in direct marketing. I will begin by saying I am a tad bit biased; I have been in the printing industry for 24 years and even got a 4-year degree in printing from Cal Poly. Steven’s Printing has been in the direct mail business for the last 15 years, and we’ve recently broadened our reach to include multiple forms of direct marketing.
They say one picture is worth 1000 words but I also am a big believer in numbers. Let the numbers speak for themselves as to print mail’s importance in direct marketing.
- 85% of consumers sort through and read selected pieces of mail every day. (Research by Mail Print)
- 73% of consumers prefer mail for receiving new product announcements or offers from companies they do business with as compared to 18% from email. (International Communications Research Survey)
- 76% of small businesses state that their ideal marketing mix is a combination of print and digital communications. (Pitney Bowes Survey/Choose Print)
- Nearly 90% of consumers say they want to receive sales and promotions via direct mail and finding offers in the newspaper. (Nielsen Research)
- 67% of online searches are driven by offline messages, with 39% of shoppers making a purchase. (iProspect Offline Channel Influence on Online Search Behavior Study 2007/Choose Print)
- 70% of Americans, including 69% of 18-24-year-olds, state they “prefer to read print and paper communications, rather than reading off a screen.” The majority of respondents 67%) say paper is more pleasant to handle and touch than other media. (Survey commissioned by Two Sides)
- In 2010 an investment of $1 in direct marketing advertising expenditures returned on average, $12.57 in sales. This high return on investment held up across all industries. (Choose Print/DMA, The Power of Direct Marketing)
If you remember only one thing from this post, pay attention to what is below!
A catalog lead costs $47.61, while email comes in at $53.85 per lead, and, what is more, the response rate to direct mail has consistently been three times higher than email. (DMA 2011 Statistical Fact Book)
My point here is to gently remind you that in many instances a comprehensive direct marketing campaign can benefit from the inclusion of a printed component. Please contact us if you have any questions on direct marketing or would be interested in speaking to us more about your next campaign. Thank you for taking the time to read the Steven’s blog! Check out our website, www.stevensmultichannel.com, and click the resources section to find other information and tips regarding direct marketing and how it can impact your organization.