In an age of smartphones and social media, it’s easy to assume that print marketing has become obsolete. However, reports of its death have been greatly exaggerated.
Despite the meteoric rise of digital advertising, SEO strategies, and email campaigns, print marketing has reinvented itself to become a dynamic tool for companies of all sizes. From glossy brochures to personalized direct mail, studies show clients and customers are responding to professional, targeted materials more than pixels.
Research by the Association of National Advertisers found that print ads drive higher brand recall and consumer trust, especially in an era where consumers have grown weary of the digital clutter.
With inboxes full of promotional emails and endless scrolling on social media, direct mail — communications delivered right to your customer’s mailbox — has reemerged as an effective way to catch the eye and wallet of customers.
“What has led this crusade back to direct mail is the overabundance and oversaturation of advertising on so many digital channels,” said Stephen Naughton, sales manager at PrintComm, a marketing and print company in Flint Township. “At the same time, people are seeing their mailboxes are a little less crowded, which is a perfect opportunity for effective direct mail marketing.”
It’s often the physical presence of direct mail that helps create lasting impressions and build stronger brand loyalty. Business owners like the results they’re seeing with direct mail, according to Flint and Genesee County printers and marketers.
In fact, direct mail is now PrintComm’s core business.
The family-owned company has more than tripled in size since Kevin Naughton, Stephen’s father, purchased the former Flint Rotary Press in 2011. That growth came as the general commercial printer transformed itself into a direct mail/direct marketing powerhouse that now employs 125 people.
“Dad was really the visionary,” said Stephen Naughton. “He’s always been very data-oriented, very focused on direct mail instead of commercial printing and has led us in this direction.”
PrintComm now mails 15 to 20 million marketing pieces each month on behalf of retailers and business-to-consumer organizations nationwide.
Consumers in general have an increased interest in direct mail, particularly among the younger generations.
A 2023 survey among marketing decision-makers showed nearly half (42%) of consumers reported an increased interest in receiving direct mail compared to the previous year. Younger generations were most interested in direct mail, with 61% of those aged 18-26 agreeing with this sentiment.
Consumers report an affinity toward direct mail because they like having a physical copy of information to refer back to (47%), it being easier to remember than email (30%), and it being fun to open (28%).
Those results are likely attributed to a massive surge in the quality and effectiveness of direct mail in the last decade.
One of the most significant trends in direct mail is the shift from mass production to targeting specific demographics or geographical locations.
Marketers know the more personalized and relevant the message, the more likely it is to reach the customer. Now with advanced data analytics software and digital printing technology, it’s easier than ever for businesses to tailor their message to the right person at the right time — right in their own mailbox.
The rise of on-demand printing and new technology allows printers to provide rapid customization and updates to materials never before possible.
Businesses that blend digital and print marketing strategies are finding success by leveraging the strengths of each platform.
“Marketing shouldn’t just be all digital and it shouldn’t just be all printed; it really needs to be an integration between the two,” said Dean Keipert, co-owner of 3Sixty Interactive, a digital marketing agency in downtown Flint.
By analyzing customer data, ranging from online browsing history to purchase behavior, businesses gain important sales insights and create highly personalized direct mail materials.
For instance, rather than a supermarket mailing all customers a coupon for diapers, marketers today may use the latest software to pinpoint which families prefer Huggies over Pampers. Based on that family’s purchasing history, the business can deliver a coupon for their favorite brand two weeks before running out of diapers.
Keipert said he’s seen a new willingness among Flint and Genesee County leaders to test-drive innovative marketing approaches.
3Sixty Interactive provides small and mid-sized businesses primarily in Flint, metro Detroit, and Chicago with digital marketing strategy, web design and development, SEO, pay-per-click, social media marketing, content marketing, and marketing automation services.
The agency also develops graphics, annual reports, sales brochures, and trade show displays as well as direct mail campaigns for clients who want to stand out in the crowded digital arena.
Today, a printed direct mail piece can drive recipients to a website or social media page using a QR code or personalized URL. This integration of digital and print not only enhances the user’s experience, it also allows more effective tracking and measurement of campaign effectiveness.
The once exotic QR code became commonplace during the pandemic. Now more people are accustomed to scanning a QR code with their smartphone to instantly access additional information, online stores, or videos.
3Sixty Interactive, for example, worked with the Crim Fitness Foundation last year to highlight the many ways the nonprofit organization impacts the lives of local residents.
Rather than send donors an email listing their accomplishments, the foundation sent their donor list a postcard with a QR code and a note from their CEO. The QR code led to a short video featuring touching success stories from several different programming areas.
“The feedback the Crim received was that donors really liked the video, and it made an impact on donors,” Keipert said.
When it comes to print marketing, there are plenty of options beyond direct mail: business cards, brochures, flyers and posters, and banners.
FlintPrints, a full-service commercial printer in downtown Flint, has made a niche for itself providing clients with professional print materials. From banners, brochures, and business cards to flyers, pamphlets, and yard signs, FlintPrints helps clients grow their brand.
“I think any business that does marketing and advertising finds they almost have to do it all to make their mark,” said Ellen Burgess, company manager.
With society’s reliance on digital screens, the printed word is almost unique these days, Burgess said.
“Having something tangible that you can hold onto and take with you is actually kind of comforting for a lot of people,” Burgess said. “You don’t have to look for it on your phone; it’s always right there.”
FlintPrints also uses analytic data to personalize print assets right down to the images.
“Advertising is psychological,” Burgess said. “If you’re an older woman looking to buy a car and you see a printed piece that has a woman with gray hair standing next to a nice car, you’re going to take a longer look at it.”
That’s especially true among millennials, according to the U.S. Postal Service.
Though this demographic has grown up with digital media, they still interact with and enjoy direct mail. In one survey of millennials, 75% of respondents said receiving personal mail makes them feel special.
As more businesses and nonprofits understand and experience the benefits of this new era of print marketing, their willingness to test the water will likely increase, Keipert said.
“I think that a lot of them are starting to really see the benefits and understand how it can help them,” Keipert said. “There’s still a long runway, though, before a lot of businesses can start to take advantage of some of these tactics.”
Ideas Worth Implementing
- Studies show that millennials spend more time with physical ads than digital ads. Take advantage of this and use your mail pieces to create memorable, visually appealing content.
- Send customers customized direct mail. In one study, it was shown that targeting on a 1:1 level increases response rates by 50%.
- Amplify your direct mail by tying in your social media accounts. Simply including a QR code leading customers to one of your social channels can provide an engaging experience.
- Use direct mail in conjunction with your digital marketing to highlight the most important product information and promotions associated with your campaign.
- Employ both digital and print tactics. Give customers the opportunity to engage with your brand by allowing them to respond to mail via digital channels.
Source: U.S. Postal Service