Remember a few years ago when everyone said that we will eventually become a paperless society? Yea, I don’t remember that either although some were preaching that we should be come more GREEN and eliminate paper. That still frustrates me when people say that because honestly computers are far worse for the environment then a silly piece paper that is made from a renewable resource.
I will step off my soap box now and outline why I picked this article. I think us as printers need to outline to marketing departments why they should be using print in the marketing mix. This article shows some pretty important facts on why you should consider print. I went ahead and outlined all 5 below, but I would suggest reading the article as well.
Share some thoughts below. We would love to hear from you.
1. Print Provides an Opportunity to Differentiate
- According to ABM, 96% of media users still read trade magazines to keep up on what’s happening in their industry, with 45% saying they read a print magazine at least weekly.
- The United States Postal Service found that 98% of consumers bring in their mail the day it is delivered, with 77% sorting it immediately.
- Roughly 80% of all physical mail is opened, while the open rate of emails is only about 20%.
2. Print is Viewed as Trustworthy
- According to a Print In the Mix survey, 56% respondents say they found printed material to be the ‘most trustworthy’ of media channels.
- The same survey found that nearly half of the respondents said they’ve retained a direct mail piece for future reference, and 17% regularly do so.
- A study by VTT found that consumers trust advertising in print media more than any other media.
3. Print Delivers Results (Think Lead Generation!)
- Print delivers a higher response rate compared to email. The CMO Council found that the average response rate for emails is 0.12%, whereas the average response rate for direct mail is 4.4%.
- According to Mail Media Centre, while 11% of marketing emails are opened, the opening rate is 91% for prospecting direct mail.
- According to Printing Industries of America, print catalogs carry an average cost per lead of $47.61, whereas the average cost per email lead is $53.85.
- A survey by Print in The Mix found 79% of consumers act on a brand’s direct mail piece immediately
4. Print Helps to Connect the Online and Offline Worlds
- Printing Industries of America found that 67% of online searches are driven by offline messages, with 39% of shoppers making a purchase.
- Shoppers who receive a direct mail piece directing them to an online site spend an average 13% more than those who do not receive a printed piece.
- Websites supported by catalogs yield 163% more revenue than those not supported by catalogs.
5. Print has a Proven, Loyal Following
- Consumers expect Direct Mail, as 33% of those surveyed say they’d have a negative view of a brand not offering printed communications.
- Survey by Two Sides found that 70% of Americans prefer to read printed paper over a digital screen, with 67% preferring the feel of print media.
- When it comes to transactional statements, Two Sides found that 64% consumers wouldn’t choose a company that didn’t offer a paper bill option.
- 75% B2B professionals read magazines on weekly basis, with 68% choosing to read niche publications specific to their industry.