When it comes to marketing, too many people leave direct mail out of their plans. While social media can be a valuable part of a company’s marketing strategy, it can’t be the only means in which they market. Direct Mail Marketing is the only means that puts your marketing message into the hands of your prospect at the right time, making it the most valuable part of any marketing strategy. Not only does direct mail allow you to target who to send to, but it yields the best ROI out of any marketing strategy. So although many believe that because postage rates increase, printing is going to the way side, it’s not going to become obsolete any time soon.
Here are some other common myths about the modern printing industry…
Myth: Lost art with print ads.
Despite the fact that digital marketing is skyrocketing in popularity, people continue to enjoy reading printed content. And in many industries, direct mail marketing is still extremely popular as well (think retail, auto dealerships, and fundraising). In fact, thanks to low costs, direct mail marketing yields on average a 13-to-1 return on investment. That’s largely due to the fact that direct mail feels more personal than other forms of communication. Allowing you to not only personalize your message, but also specially target who you send your piece to.
Myth: Printing is harmful to the environment.
This was a very popular myth years ago, but many people still seem to think this way. The fact is, all paper materials are able to be recycled and used again, unlike many other materials. For example, recyclable paper can even be made into more paper. Plus, the majority of your commercial based paper has a recycled component. Also, most inks used on commercial presses are SOY based inks. Which makes them much more environmentally friendly. Ultimately, the development of the recycling technology has greatly decreased the carbon footprint of the overall paper manufacturing process.
Myth: Printed materials are impersonal.
Many people are quick to assume that a printed letter will always be less personal than, say, a handwritten letter, but that’s simply not the case. Variable Data Printing (VDP) allows you to easily customize your message for each individual recipient. The resulting product is certainly more personal than a spammy email blast. Rather than an one-message-fits-all TV or radio spot, VDP allows people to carefully craft their message to be specific to the recipient. Additionally, you can also design a beautiful background image or graphic to take the personalization one step further.
Ultimately, these are just a few myths about the printing industry. In fact, direct mail has made a huge comeback. While it’s true that digital marketing is gaining popularity, many people will always appreciate the personal touch that comes with direct mail marketing.
When we all spend hours staring at screens, there’s always going to be something special about a physical message you can hold.