The industry is ripe with data on the effectiveness of print and its unique role in the world of marketing. In a sea of electronic messages, print continues to frame and influence shopper behavior in a way that other channels do not.
This is especially true of targeted, personalized print, but it is also true of non-personalized print.
Consider the data below:
• Direct mail response rates average 3.4% for letter-sized direct mail to a house list and 1.3% to the general public or a prospect list. This compares with email response rates of 0.12% and 0.03%, respectively
• Direct mail has the lowest cost per lead.
• 59% of consumers enjoy getting postage mail from brands about new products. Only 39% like getting this information by email.
• 27% feel that information that comes in the mail is more trustworthy than information that comes online.