Turning Pages, Turning Heads: The Power of Print Today

On an average day, how many ads do you consciously notice?

You definitely see ads on your TV, on your computer, and on your phone – yes, even with adblocking software. You probably see billboards when you drive to work, or wrapped vehicles sitting at the stoplight next to you. It’s a lot to take in, and it all goes by so quickly that you probably don’t even remember most of it.

Then your mail arrives. And you actually slow down, engage your senses, and absorb beautifully designed, tactile pieces.

That right there is the advantage to print in a digital-first world. While digital content gets scrolled past in 1.7 seconds, people spend between 25 and 45 minutes reading printed mail pieces. And each of those minutes is a marketing opportunity.

Where Personalization Meets Novelty

Print mailings no longer mean sending the same piece to everyone on your list. Now, variable data printing means you can precisely segment by demographics, locations, past behaviors, and more. Longtime suburban customer Jane gets totally different visuals, words, and offers than new prospect Amy from the heart of downtown.

Don’t forget: strategic personalization can pay off. Studies show that personalized direct mail can increase your response rates by up to 135%!

And while you might think younger generations will be bored by print, the opposite is often true. Receiving personalized print materials feels unexpectedly special, creating that feeling of exclusivity. That’s why countless brands you know and love are using creative print campaigns for moments that digital simply can’t replicate. In fact, neuroscientists have found that a sense of novelty or surprise actually increases recall by encouraging the release of specific neurons in the brain!

With these sophisticated new options, there’s no reason to hang onto old assumptions that print can’t be measured. With QR codes, PURLs, text-to-respond, and personalized promotions, you can track engagement with pinpoint precision. Every piece is trackable, giving you the data you need to adjust your efforts for maximum ROI.

Trust You Can Touch

Digital offers tons of opportunities, but it’s also easy to feel impersonal or even fake. Print, in contrast, signals credibility and permanence. It says, “We take ourselves seriously. We’re established enough to earn your trust.”

One study from MarketingSherpa reports that 82% of consumers trust print ads when making purchasing decisions. That’s in contrast with just 43% for social media ads, and only 25% for online pop-up ads. Something about print just feels more honest and real.

More importantly, top marketers aren’t choosing between print and digital. Instead, they’re bringing them together into seamless, multichannel experiences. A well-timed direct mail to follow up digital engagement can increase conversion rates. According to research commissioned by the USPS:

• Digital and direct mail combined can result in up to 40% conversion rates.
• 60% of marketers say combining digital and direct mail increased ROI.
• 68% said combining digital and direct mail increased website visits.

Think of it like a relay, with different marketing channels passing the baton until the team – your brand – reaches the finish line.

Rising Above the Noise

The average person faces as many as 5,000 marketing messages daily. Standing out is your brand’s path to success. Print offers a calm, tangible refuge from the advertising onslaught, and customers will appreciate that break from the noise. It doesn’t replace your digital strategy – they enhance one another for a smoother and more effective approach.

Want to bring the power of print to your brand? World Press is here to help you build scalable solutions for memorable marketing. Reach out, and let’s build a remarkable tomorrow together!