Cool Stats
Despite the myths you may have heard, Printing STILL plays a significant role in all worldwide economies.
For every $167 spent on direct mail, U.S. marketers sell $2,095 in goods.
That makes for a 1,300% return on average.
Do your Facebook and Adwords efforts pay off like that?
- Business printing grows at a rate of 6.8% annually worldwide
- 70% of Americans report that they find direct mail advertising more personal than online ads.
- When asked which ads they’d be more likely to remember, 50% of teenagers chose offline ads while just 12% said digital
- According to a Pitney Bowes survey, 76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communication.
- Print Marketing Is Used Less, so It Stands Out More
- 56% of postcards are read by recipients, making them the direct mail piece most likely to be read. (2014 DMA Fact Book)
- 57% of customers find print marketing to be the most trustworthy type of marketing
- 32.6 billion dollars was spent on print advertising in 2015 in the USA
- Direct mail continues to be used heavily, with a 43% share of total local retail advertising. And, according to a Pitney Bowes survey, 76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communication.
- Direct mail is the preferred channel for receiving marketing from local shops (51 per cent) and banks (48 per cent)
- 76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communication
- Five years ago J.C. Penney ditched thehuge catalog that they had been publishing for over four-and-a-half decadesin order to focus on their online presence instead. One year later they alsophased out distribution of their 70 smaller catalogs.You might wonder how this strategy worked out for them. The answer is:not well.Today J.C. Penney is once again choosing print, with a new 120-page homegoods catalog that will be shipped to a selected group of their existingcustomers this month (March 2015).Why is J.C. Penney returning to print? Because they realized that print hadbeen driving their online sales! In fact, the company’s data indicated that asignificant portion of their online sales had come from people who saw itemsthey wanted to purchase in the catalog and then went online to place theirorder. “We lost a lot of customers,” said J.C. Penney CEO Myron Ullman.
- QR codes can be customized with colors and patterns to better integrate into your print marketing designs and to give you the opportunity to add branded elements.
Print conveys credibility, it’s the perfect follow up to digital communications.
Print is trustworthy. And because print is tactile and permanent, it is the logical culmination to an integrated campaign. Print is a keeper.
Why Printing?
- a 2013 study by global management consulting firm Kurt Salmon shows that print catalogs directly boost online sales. They do this by increasing purchase intent
- 58% of online shoppers surveyed said they browse catalogs for ideas, and 31% have a retailer’s catalog handy when they make an online purchase – and by increasing the average order size (compared to internet-only customer shopping) by 12.5%.
- According to a study by Exact Target[1], 65% of consumers of all ages have made a purchase as a result of direct mail. Other studies indicate that many of these purchases may be made online. For example, a study by the Direct Marketing Association [2] found that 78% of consumers will act on direct mail immediately, compared to just 45% who say they deal with email right away. When they receive direct mail from a brand that they’re interested in, 44% visit the brand’s website and 34% search online for more information about the product.
- Nowadays, QR codes and NFC technology make it possible for your print media to directly connect customers to your website.
- In America, 98% of consumers get their mail the same day it is delivered and 77% check it immediately. Actually, 70% of Americans prefer to read on paper and 67% prefer printed materials over digital.
- 80% of traditional mail is opened while 80% of emails is disregarded (just 20% is read). Other surveys showed that the opening rate for prospecting physical mail is 91% against 11% for advertising emails.
- The average response rate for physical mail is 4.4% while the rate for email is just 0.12%.
- Direct mail continues to be used heavily, with a 43% share of total local retail advertising. And, according to a Pitney Bowes survey, 76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communication.
- “Reading from Paper or Reading from Screens. What do Consumers Prefer?” May 2015 : 88% understand, retain or use information better when they read print on paper compared to lower percentages (64% and less) when reading on electronic devices.