Happy International Print Day, the day marked around the world to celebrate all things that make print unique in the marketing mix, and all the tools that make the print experience possible.
As a print powerhouse, we understand and appreciate that in an increasingly digital world, print in all forms, including direct mail, provides the sensory input that clients crave, giving advertisers the biggest bang for their buck. And when direct mail marketing is paired with digital marketing in an optimized media mix, advertisers get stronger results, and consumers respond on an emotional level, creating connections that are difficult to forget.
Four Reasons Why Direct Mail Marketing is Effective
1. It Commands Attention
Direct mail gets a viewer’s attention in a way that digital marketing might not. Why? For starters, there are fewer distractions. When you receive a direct mail marketing piece, you aren’t being distracted from another task. As a result, you’re more in control of the length of time you interact with each piece. And on average, people spend 25 minutes with direct mail pieces.
2. It Creates a Greater Sense of Trust
A recent study that surveyed people in 13 countries found that 90 percent of respondents prefer direct mail marketing to social media, and 63 percent said that they thought print ads were more trustworthy. Perhaps as a result of this perception,
92 percent of shoppers in another survey say they prefer direct mail when making purchasing decisions.
3. It’s Fun
Everyone loves getting mail. Whether you’re opening a card from a loved one or browsing through your favorite clothing catalogue, sitting down to read your mail can be enjoyable – and an added textured varnish or an interesting fold or a uniquely sized piece will help a direct mail piece stand out.
4. It’s Personal without Being Creepy
While a banner ad that calls you by name makes you feel spied on, personalized direct mail marketing feels friendly and exciting. Companies can create more personal relationships with customers by sending special birthday offers, catalogues that complement previous purchases or simple promotional pieces personalized with a customer’s name.
So there it is, just a few reasons why we love print. You can join us and print lovers from around the world in declaring your love for print today. Feel free to share what you think makes print a beloved and invaluable part of today’s media mix by tagging #PCIOILovesPrint and #IPD17.