Direct Mail Has Not Gone Away: 3 Reasons Print is Still Alive and Well

Direct Mail Has Not Gone AwayOne of my favorite videos is Le Papier Ne Sera Jamais Mort. When I first saw it I wrote a blog post, “Print Marketing: Dead or Alive?” highlighting some statistics that supported the idea that indeed direct mail was alive and well.

Reading the January/February 2016 issue of Target Marketing, I came across “The Trouble with Digital Marketing,” by fellow copywriter Bob Bly.

In this piece, he explains how print promotions such as newsletters have more attention-getting power than their electronic counterparts. “Yes, it [print] is easy to dispose of and ignore, but not as quickly disposed of as electronic communications, which vanish into the ether with a mouse click.”

Bly continues by highlighting three reasons for print’s comeback:

1. Print stands out because there is so little of it. When I wrote my post last year, I mentioned how consumers were getting less “junk” mail in their “snail” mailboxes while being overwhelmed with countless emails in the inbox. It still holds true and therefore, holding a printed piece in their hands has gained popularity as a welcome addition to their mailbox.

2. Print often generates significantly greater readership and response than electronic marketing, wrote Bly. In my post, I referred to an August 2014 study where 22% of respondents stated they were more likely to purchase based on direct mail than on email advertising.

Bly offers up an interesting finding from a JWT report that “almost eight out of ten Millenials – the biggest segment of B-to-B buyers – said print makes them feel more connected than digital.”

Surprised? In this technological society, where Millennials seemed glued to their smartphones, I found this statistic refreshing.

3. “It [print] makes more of an impression to hand a prospect a physical brochure after a sales call rather than just say, ‘It’s on our website.’”

Bly refers to Google, a company that owns the world’s largest search engine, yet look in your mailbox and you may find (like I have and Bly has) a direct mail package from the Internet giant encouraging you to purchase Google advertising. They understand the value of including direct mail in their marketing mix.

What’s been your experience? Are you more likely to make a purchase based on something you first saw in print in your mailbox or online in your inbox? Please share you comments below because I’d love to hear from you. Thanks a million and here’s to your sweet success.

Debra Jason

Marketing & writing with heart, not hype at at The Write Direction
A recipient of the “Creative Person of the Year” award, Debra educates and empowers creative solopreneurs and enthusiastic business owners to create a lifestyle business that provides them with the flexibility, fun and freedom to do what they love. She also inspires you to communicate your marketing message in a way that captivates and converts your prospects into loyal, raving fans - even if you have been struggling with how to transform your ideas into words in the past.

Comments

  1. I completely agree Debra. The notion that we need to shift all of our efforts or to primarily focus on digital marketing is flawed. Like sending personal thank you cards, done right direct mail can really make you stand out.

    I rarely buy directly via either method. The big difference – I still have 3 mailers on my fridge! I know I need the services and kept them even though the offers are expired as a reminder. That is constant visibility for the business. I never print emails and often forget about them.
    Robert Nissenbaum recently posted…What If? Rethinking Use Of The Automated Direct Message.My Profile

  2. Personally, I prefer e-mail than direct mail. But I won’t say I don’t enjoy it when I receive direct mails. lol
    Lewis Perry recently posted…The High Performance Handbook Silver PackageMy Profile

  3. I really think it depends on the type of company on whether direct mail or email marketing is the best fit for them. I definitely think print is still relevant. Thank you for sharing.

Trackbacks

  1. […] Data tells us all the things we want to know about our target audience: their preferences, what they are most interested in, and where they are located. Rather than blasting out general direct mail pieces, you can now incorporate this data so that you can achieve deeper personalization and connect with people more meaningfully than ever before.  In fact, according to a JWT report, “almost eight out of ten Millennials—the biggest segment of B-to-B buyers […]

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