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Print – It’s Worth It!

With all of the communication choices and channels, why choose print? After all, you need a designer, a writer, a production budget, and possibly even a budget for mailing. Is it worth that kind of an investment?

In a word, yes. Any other answer would have had you falling off your chair, coming from a printer, right?! Print has exclusive, unique benefits not found in its digital cousin alternatives including higher brand recognition and customer perception, more reliable deliverability, and the potential for higher response rates. Shaking your head in disbelief? How about a few facts to back up each of these claims.

From Printing Press to the Brain

USPS OIG Neuromarketing Report CoverThe U.S. Postal Service Office of Inspector General (OIG) worked with the Center for Neural Decision Making at Temple University on a study of neuromarketing. The researchers compared how consumers reacted to printed vs. digital communications and marketing materials, and analyzed actual physiological effects to measure the differences. They employed techniques such as eye-tracking, heart rate monitoring, and MRI scans to observe study participants as they interacted with both printed and digital.

This study revealed that what consumers say about how they regard printed and digital media and how their bodies and minds react to various marketing channels can differ.

  • Physiological responses showed study participants were more emotionally engaged and interested in the printed material than digital media, even though they grasped about the same amount of information from each source.
  • A week after they were exposed to print and digital ads, participants could recall the content of the physical material better than the digital ads.
  • Participants said they were equally motivated to buy products presented in physical or digital ads, but their brain activity indicated stronger feelings for the products and services advertised via printed material.
  • To test the strength of purchase intent, the researchers allowed study participants to purchase the advertised items and services. When it came to taking action, print out-performed digital.

Clutter, Staying Power, and Trustworthiness

Experts estimate consumers are exposed to approximately 5,000 ads per day. The vast majority of these advertisements are delivered via email, online search banner ads, social media, and television. A printed communication has much less competition, therefore earning more attention.

Electronic messages, like banner ads, have a brief shelf life. They vanish with a single keystroke never to be seen by an individual consumer again until an ad server decides it’s time to display it, based on bids for relevant keywords. In comparison, direct mail advertising lives in the household of the recipient for an average of 17 days (Mailmen), with 72% of direct mail recipients reading or scanning the mail they receive (USPS 2018 Household Diary Study).

The trust factor for print at 71% far exceeds that of online media at 25%. Consumers recognize that businesses who leverage direct mail and print communications have made a conscious decision to invest in that particular form of media for a multitude of reasons, and it doesn’t go unnoticed. It provides a more memorable, lasting, and trustworthy communication experience that is delivered directly into the hands of the recipient—with little or no competition— providing more of the following than any digital ad could ever deliver:

  • Comprehensive product or service detail
  • Additional useful content
  • Personalized or customized messaging and offers

Brand Consistency

Brands of all sizes and in every market segment spend an extraordinary amount of effort and dollars developing brand identities that include colors, fonts, imagery, etc. Turning their messages over to digital channels that provide minimal assurances about how their messages will look when delivered removes the certainty of brand consistency. Color reproduction and image quality varies by device, layout can be greatly affected by screen dimensions, and fonts are regularly substituted. There is only one medium that can guarantee that the recipient sees the ad, the message or communication exactly as it was designed and intended—and that is print. Reproduction is controlled and predictable.

Deliverability

Whether I send you a catalog or a card by way of the postal service, I am confident that it will be delivered to you and you will touch it and at the least scan it. In comparison, if I serve up a digital ad to you, you are likely to practice one or more “avoidance techniques” such as ad blockers, junk mail filters, unsubscribe requests, or simply ignoring and deleting it. The digital ad may have been delivered, but it’s performance simply doesn’t stand up to print.

In conclusion, yes, marketing via print is more expensive than digital channels. However, it’s clear that print makes a positive impact in ways that digital cannot. Want the best of both worlds? Connect your print marketing to digital marketing – include direct mail, email, landing pages, personalization, video, tracking and analytics!

Planning a multi-touch, multi-channel print and digital marketing campaign is in the DNA of Bolger. We’re proud of the talent we employ here within the Bolger print, digital, and mail facilities, and we are always ready to serve your needs. Print may require a budget, but our expertise and experience are free!

Extra Impressions of Your Message (for free)

Informed Delivery from the US Postal Service sends consumers a preview of the mail they will receive later in the day. Consumers receive a morning email that displays images of soon-to-be-delivered letter-size mail. The great news for direct mail marketers and others communicating with their customers is the USPS distributes your message in an additional channel at no charge!

This is one of the few times you can get something for nothing. The base program is automatic and requires no special preparation by the mailer. About 17 million consumers have subscribed to Informed Delivery and are receiving previews of their mail in their morning inboxes. The open rate on these emails is extraordinary-about 65 percent.

Marketers should take advantage of these extra free impressions and add compelling text and graphics or teasers to their envelopes, postcards, or self-mailers. These efforts will make the scanned pieces stand out in the morning emails and increase the chances of engagement once the physical mail pieces arrive in consumer mailboxes.

The USPS doesn’t support flats, catalogs, and magazines in the basic service, but read on to see how mailers of these materials can still take advantage of the Informed Delivery program.

 

Informed Delivery Campaigns

Mailers can substitute the default monochrome images with full color ads that include a call to action and a link. Again, the Postal Service charges nothing for this service! A campaign requires little extra work. Most times, the artwork and landing pages will already exist as part of your marketing campaign. Mailers can work with print and mail service providers like Bolger Printing to design and submit an Informed Delivery campaign.

Informed Delivery presents full color ads first in the list of a consumer’s daily summary of mail pieces. A link in the ad can lead directly to landing pages for special sales, donation collection, event sign ups, video demonstrations, customer online portals, and more. Mailers can include flats, catalogs, and magazines in their Informed Delivery campaigns featuring substitute images.

If you’ve been thinking about running a multi-channel campaign, Informed Delivery is an easy and inexpensive way to start.

 

High Value/Low Cost

To make Informed Delivery campaigns even more effective, segment your mailing list. Your customers will see different graphics or links, depending on criteria you declare. A bank for instance, might provide links to different branches depending on the mail recipient’s location. Or an airline might alter their offer according to consumer loyalty points. The possibilities for targeted marketing, including extra free impressions and website links, are endless.

After the mailing, the US Postal Service compiles Informed Delivery campaign statistics. Mailers can view detailed reports on campaign delivery dates, email opens, and clickthroughs. Pre-mailing file analysis is also available so you can estimate the number Informed Delivery subscribers in your target zip codes or on your mailing list.

The US Postal Service runs promotions to encourage mailers to give Informed Delivery a try. Call us to hear about the schedule for the next promotional period and save money on postage while still doubling your impressions for free. It can’t get any better than that!

Learn more about the Informed Delivery program and see a personalized video explanation at www.usps.com/business/informed-delivery.htm. Don’t worry about the technical items or campaign set-up steps. The mailing experts at Bolger Printing will take care of those details for you. To experience Informed Delivery for yourself, sign up at www.informeddelivery.com. Within a few days you will receive your digest of daily mail via email. Once you see how it works, call us to double the impact of your next direct mail project.