Over the last 10 years or so we have all been hearing rumors that “print is or will be dead.” True, the internet has given the print world a one-two punch, but don’t count them out yet. I personally think print will never die, at least not in my lifetime. There is a substantial part of the population who still enjoy flipping through a magazine and receiving mail. Sure, new media tools will continue to emerge, but the tried and true methods of why people still love and appreciate print, will not change. You just need to know which way to use all the various communication tools and how each one can be effective in its’ own right.
Direct Mail Pros
- Higher viewer rate: Approximately 85% of consumers view their mail daily
- Adds tactile quality: Readers will touch and feel your message
- Personalized messages: Response rates for personalized mailings average over 10%
- Credibility: 80% of those who read a printed message believe it because print is credible
Direct Mail Cons
- Will cost more if done incorrectly
- Slower to get to recipient than email
- Many moving parts to execute properly
Email Pros
- Great communication tool to your existing customer base if that is there preferred method to be communicated by
- Speed to market to get message out
Email Cons
- Anti-Spam Mechanisms: On average 80% of “unsolicited emails” are blocked by spam filters, even so called “good” emails get blocked
- Email Overload: The average person receives approximately 274 personal and 304 business emails per week
Whether email or direct mail is best for your marketing largely depends on your business model. A combination of both probably makes the most sense in order to maximize your marketing return on investment. No matter what your plan of attack – the design, branding, and message must all work together and be consistent.
