Research Confirms the Power of Print Marketing Communications
Recent buzz around the effectiveness of direct mail and print marketing communications may have marketers who’ve had all their eggs in a digital basket rethinking their strategy to incorporate a multi-channel approach. This “best of both worlds” strategy blends the emotional impact of paper with the convenience and immediacy of digital delivery.
When you want to motivate, persuade and connect, consider multiple studies including neurological research that show:
- Direct mail requires 21% less cognitive effort to process than digital media, suggesting that it is both easier to understand and more memorable, according to a study by Canada Post.
- Physical material is more “real” to the brain and is better connected to memory, per research from Millward Brown.
- Direct mail outperforms all digital channels combined by nearly 600%, reports the Direct Marketing Institute.
- Nearly 6 out of 10 say they enjoy getting postal mail about new products, according to Print in the Mix.
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