Fast Facts: Print Marketing

Print is an increasingly powerful form of communication between you and your target audience — between it’s ability to break through the digital clutter and over 60 percent of people preferring print communication from brand — it’s an  integral part of your cross media marketing campaign.

Today, we’re going to share with you a few facts regarding print and its ability to not only reach your target audience, but also be seen and responded to as well.

1.  Consumers’ use of coupon has increased by almost 80 percent since 2012.  Many consumers turn to their local newspaper and mailboxes to find deals and special offers.

2.  Direct mail catalogs in B2C markets have increased the number of sales they bring in annually for businesses by over three percent and Direct mail pieces has seen a 2.7 percent increase in the amount of sales they bring in since 2011.

3.  3.4 percent of household will respond to a Direct mail (standard letter size) whereas email has a .12 percent return.  Additionally, 4.26 percent of households respond to a direct mail catalog they received.

4.  Sixty-five percent of people have made a purchase based on a direct mail offer they received.

5.  Thirty-two percent of people have made a purchase based on a newspaper ad they saw.

6.  People 22 to 24 are most likely to respond to a direct mail piece.

7.  Of all the types of direct mail pieces, postcards are the most likely to be read.

8.  Three BILLION coupons receive via direct mail were redeemed.

9.  Including Courtesy-reply envelopes will increase the likelihood of someone responding to your direct mail offer — no matter what industry your brand falls into.

10.  Finally, only 20 percent of respondents said that they don’t at least scan or read their direct mail pieces.

Print is powerful and helps to increase your brand’s reach and frequency.  Thanks to the DMA 2013 Statistical Fact Book for the above statistics that we shared with you.

We wish you a very Happy Holiday!  We will return on Thursday, December 26 with an infographic regarding print and direct mail — don’t forget to check back then!

Timothy Freeman
President
Printing Industries Alliance

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