A 2013 Print in the Mix study surveyed over 1,200 adults in a Direct Marketing Association study conducted by Fast MAP. The study set out to determine consumers’ attitude and feelings toward print marketing. The most staggering finding the survey showed was that almost 80 percent of people have acted on a brand’s direct mail marketing message. Furthermore, consumers reported that they regard direct mail and other print communication methods as “essential” to their overall brand experience.
In addition to gaining immediate responses to a brand’s print message, print also drives online traffic. The survey found that there was a ten percent greater percentage of consumers who visited a brand’s website in response to a direct mail piece they received as opposed to those who responded to an email.
The survey showed that 44 percent of people visited a brand’s website after receiving a direct mail piece they were interested in learning more about and 34 percent did even further online research regarding the product or service. Finally, 26 percent of people keep the mailing to refer to in the future — lasting at least one month in the recipient’s house.
Finally, respondents reported that direct mail plays an essential role in their lives when making product and service decisions — 56 percent said they found print marketing the most trustworthy form of marketing when compared to all other communication channels.
Direct mail generates responses and, ultimately, increases your overall sales.
Timothy Freeman
President
Print & Graphic Communications Association
