Print advertising is an effective marketing channel that motivates consumer action much more than digital methods, with significant data highlighting its impact on purchase decisions. Consumers respond positively to targeted and personalized print, with direct mail response rates significantly outperforming email. In 2012, marketers allocated over $168 billion to direct marketing, emphasizing print's enduring value in an increasingly digital landscape.

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sales soar
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<<First>>, think you know the effectiveness of print? Log into your personalized URL to test
your knowledge against real-life campaign metrics and receive a FREE GIFT!
A
s a marketer,
would you rather
use a channel
that is inexpensive or
that delivers results? If
you said results, then you
need print.
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 true of
non-personalized print,
as well. Consider the
data at right, <<First>>...
DMA 2012
Response
Rate
Report
How America
Shops and
Spends
2013
2012 Epsilon
Channel
Preferences
Study
E 81% of consumers indicated having taken some
form of action (became aware of a sale, clipped
a coupon, visited a store) in response to a print
newspaper ad or insert within the prior 30 days.
E 44% indicated that print circulars played a role in
their decision to make an unplanned purchase.
E 40% indicated that they had visited a website to learn more,
used search to find more information, or made an online
purchase as a result of print advertising.
The data is clear—print motivates people to action. This is particularly the case
when communications are more targeted and personalized, when the product
being sold is of higher value or more personal (such as financial products and
pharmaceuticals), and when the sales cycle is longer. If you want results, print it!
E 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.
E Direct mail has the lowest cost per lead.
E Marketers planned to spend $168.5 billion on direct
marketing in 2012, accounting for 52.7% of all advertising
expenses in the United States.
E 59% of consumers enjoy getting postal mail from
brands about new products. Only 39% like getting
this information by email.
E 62% of consumers enjoy checking their mailboxes
for
postal mail.
E 27% feel that information that comes in the mail is more
trustworthy than information that comes online.

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