We’ve all heard people say things like “Print is dead”…or “Print won’t survive in today’s digital world.” But before marketers completely abandon this marketing channel, they should reconsider the power of print—specifically, when it comes to direct mail and coupon-related marketing campaigns.
A recent article from Deliver Magazine states that coupons delivered through direct mail are actually more effective when it comes to retaining business and reaching potential customers than coupons delivered through digital channels.
“We hear from so many local retailers that the daily deal sites are creating heavy traffic but no one is returning and becoming loyal to the local business running the deal,” says Brian Mattingly, director of franchising for Welcomemat Services. “These deal-driven consumers are not loyal to any business and will respond only to the next best deal.” (Deliver Magazine).
Although digital marketing channels make it easy to promote to the masses, this does not mean that the traditional marketing channels are suddenly useless. In an effort to encourage local businesses to continue using promotional direct mail campaigns, the United States Postal Service has developed the Every Door Direct Mail ProgramTM (EDDM). Deliver Magazine explains that this program “allows businesses to reach addresses in a designated area — such as a neighborhood, a ZIP Code™ location or a Postal route — without having a list of names and addresses. Instead, the business uses an online tool to designate the delivery area, and the program generates a list.”
Deliver Magazine’s article went on to highlight two businesses that have used EDDM. One of the featured businesses experienced a 12% increase in business due to sending out coupons with EDDM, and both businesses describe the program as “highly effective” and say that the ROI has been “phenomenal” (Deliver Magazine).
If you are still not convinced that you should keep direct mail in your marketing toolbox, take a look at this infographic from PrintMediaCentr.com. It highlights how the print industry still drives billions of dollars in sales and revenue, and how it is adopting environmentally-friendly practices in every way possible. Some share-worthy statistics we saw are:
- 70% of today’s ads and direct mail are printed on recycled paper
- Direct mail brings in 78% of non-profit donations
- Handing out 2,000 business cards will give you an average of 2.5% increase in business
- U.S. Print Industry profits were up every quarter in 2010 and 2011
And, of course, we’ll highlight the fun fact that if the amount of business cards printed every year is stacked; it would reach to the moon and back!
How’s that for the strength of an industry?
Let us know if we can help you with your next direct mail campaign, contact us today!