The scales have tipped over the last decade from print to digital. Digital marketing is definitely a huge priority for most marketers these days. That being said, we know there is still a place in your marketing strategy for direct mail. In fact, data shows that the scales are starting to tip back because companies understand the importance of a multi-channel approach that includes direct mail, or some form of tactile touch.
We have plenty of proof at Mount Vernon as you look around and see the kind of jobs flying off of our presses. But don’t just take our word for it. The Direct Marketing Association reported that direct mail brings in a 3.6% higher response rate, compared to social media and email combined. That’s not all.
A Canadian neuroscience firm did some research in which eye tracking technology and EEG brain wave measurements were used while participants looked at different forms of marketing content. The study written by Forbes reported that paper-based marketing (i.e. direct mail) has advantages when connecting with our brains. Not only did direct mail test better for brand recall, but it required 21% less cognitive effort to process than digital media.
Of course we are not suggesting that anyone stay away from digital marketing. We know you can be more effective overall by combining online and offline marketing strategies. There are huge benefits to using both and incorporating print to reinforce your digital strategy.
With our deep resources that feature the latest technologies, we’re here to help. Let us help you brainstorm the most effective ways to meet your goals utilizing print as a channel.