5 Benefits of Print Marketing

Print media has always had an unwavering association with trust and credibility. Whether you’re reading printed materials in a doctor’s office or you’re receiving a coupon in the mail, tangible marketing connects with readers in a way that digital marketing can’t. Read on to learn more about the tried and true benefits of print marketing.

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Higher Trust and Credibility

These days, online legitimacy is a huge concern for most. Digital media can be easily altered or manipulated, leading people to question the accuracy of the content. It’s no wonder print is considered to be the most trustworthy form of media today. According to MarketingSherpa’s recent study, 82% of consumers trust print advertisements the most when making purchase decisions. Human errors happen, this is why print manufacturers follow a strict quality control process before being published. This process ensures the information is accurate and mistakes are corrected, adding to the perception of legitimacy and trustworthiness.

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Less Competition

With the shift towards digital marketing, print advertising has become less crowded. Did you know that the average American household only receives approximately 520 pieces of mail per year compared to 126,655 emails? These numbers equate to 2 pieces of mail per day vs 347 emails. This means there is far less competition to reach your recipients through their mailbox and 55% of people say they actually “look forward” to the mail they receive daily.

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Reaches More Readers Over Time

With print media, your message will reach a much larger audience per piece than with other forms of marketing. Think about the last time you were sitting in an office waiting room, gym, or hotel lobby and decided to flip through the print materials on display. Now think about how many others have this same experience in a single day or month. This means you can reach more readers over a longer period of time.

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Additionally, the average American household contains 2 or more people (with an increase in adults living with their parents post-pandemic). This means every direct mail piece you send to a household is likely to reach more than a single reader.

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Better Retention Rates

Print materials can capture and hold readers' attention for a longer duration than digital media can. With digital content, distractions are more present so you don’t have a very long window to make a lasting impression. Studies show that people scan a website for less than 15 seconds, on average, before moving on. Print, on the other hand, has the ability to retain your reader’s attention anywhere from a few minutes to around 20 or more (depending on the quality of the content). Research also shows that people tend to be more focused and read more slowly with printed materials, leading to higher rates of brand recall.

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Tangibility

Don’t underestimate the power of tangibility. With printed materials, people can physically hold your piece, flip through it, and interact with it, especially if you incorporate fun features like pull tabs. This is incredibly powerful for creating a memorable experience and is difficult to replicate with digital content. With print marketing, you’ll be able to engage your reader’s different 5 senses. For example, engage their sense of touch by using special finishes like embossing or spot UV.