As targeted marketing continues to focus on social media, search engines, and banner ads, you may think print marketing is a thing of the past. However, a print media marketing strategy is essential to the success of your marketing efforts. Continue reading this article to learn the benefits of print marketing and how direct mail campaigns drive success for digital marketing efforts.
Too often, small businesses think of their options as print marketing vs digital marketing. They believe they have to either send content to thousands of email addresses and buy digital ads or mail out print marketing tools to reach their customer base. The truth is, a more effective strategy is to use print and digital together to create an effective multichannel marketing plan.
Think peanut butter and jelly—each is great on its own, but they’re even better together. To maximize results in reaching your target audience, you need to supplement your digital efforts with print advertising.
Direct mail retargeting is the prime example of combining print marketing and digital advertising.
Retargeting means leveraging user data from your website to craft a highly personalized mailer marketing campaign that converts more sales. Let’s say a potential customer abandoned their online cart, leaving hundreds of dollars of merchandise behind. Following up with an email reminding them to complete their order might be effective, but it can also be easily overlooked or ignored. Retargeting with print marketing puts tangible, customized, and eye-catching mail in a lead’s hands.
Retargeting is effective because it is:
- Developed from highly accurate data
When it comes to print marketing vs digital marketing for your return on investment, print has a distinct advantage. The average ROI for a print marketing campaign is 29%. Comparatively, paid digital search returns at 23% and digital ads at 16%.
One of the greatest benefits of a print media marketing strategy is the granular targeting it enables. You can develop specific mailing lists that focus on the target audiences most likely to convert and drive sales. You can concentrate on consumers based on age, interests, careers, prior purchasing habits, location, background, etc.
Whether print or digital, your marketing efforts are only as good as the responses they generate. The response rate is 5.3% for residences and 2.9% for corporations. Email marketing delivers a minuscule .12% response rate. While email campaigns often have a higher ROI than direct mail, they inspire fewer users to respond to your outreach.
The internet is full of spam. Users are less likely to click links or follow up on emails if they’re concerned about the authenticity of the sender. Studies show that consumers are far more trusting of print marketing materials. Print ads are also more engaging and much harder to ignore. Think of how many times you’ve scrolled right past social media ads compared to how many times you’ve thrown away mail without even looking at it.
For many, the internet is a distraction. We tend to focus only on the most attention-grabbing images or headlines. That’s not the case with print marketing tools. People naturally read printed materials more deliberately, so they retain the information longer. Even if your mailer doesn’t inspire an immediate response, the information it contains is much more likely to be remembered and acted upon.
Everything from business cards to flyers can be practical print marketing. But when it comes to a direct mail campaign, your options include:
These print marketing tools are highly customizable, and that includes messaging, colors, layout, offer codes, tracking, and more. Depending on the objectives of your print marketing campaign, a proven printing company can help you decide which materials are best for your business.
Since 1991, Presort Inc. has provided the greater St. Louis area with expert direct mail printing and presorting services. We use cutting-edge printing equipment and innovative technology to create targeted campaigns that deliver measurable results for our clients. Reach out today to find out how we can help you turn a print media marketing strategy into more sales.