Print is a medium that cannot be easily ignored by selecting delete or clearing it from your screen without reading a word with just one click of a mouse. Print is tangible. Your printed message must be handled by your target audience. Studies have shown that over 80 percent of direct mail is opened and read or skimmed – proving print and direct mail to be a powerful marketing tool.
Technology such as variable data printing, Quick Response codes, personalized URLs and database management enables each of your printed messages to not only be personalized, but also more interactive and measurable. VDP and databases work together to create a personalized print message; giving print the ability to communicate personally and efficiently to your audience. QR codes and pURLs allow your audience to not only receive unique printed messages, but also individualized digital content by visiting the pURL or scanning the 2D bar code. By creating messages built around your customer’s interests you will ultimately see higher consumer response rates.
Today, the average person receives about three times the amount of branded messages a day compared to the average person of 40 years ago. With the ability to instantly send messages via email, people’s inboxes can become quick full with branded messages. Print messages have the ability to break through the mass of digital clutter as it can be delivered directly to your target audience’s hands.
Furthermore, according to Printisbig.com, while some digital channels, such as email, have seen decreases in their effectiveness, print’s response rates have grown in the past decade. Since 2004, direct mail response rates have increase by 14 percent and email response rates have fallen by 57 percent. This could be because print now has the ability to be more personal or maybe it’s because print cuts through the clutter, either way, your printed message is being seen – and responded to – by your audience.
Overall print is a powerful and effective way to communicate your message. It allows you to physically get your message to your customer. Your message is not just seen and read on a screen, it is held in a person’s hands and through all of the clutter in a recipient’s life, your message is read by your target audience.