Print marketing remains a dominant outreach strategy, especially for nonprofits, higher education institutions, and various business sectors. Given the steady demand for commercial offset printing, digital printing, large-format printing, and mailing, it’s clear that organizations recognize the unique advantages of direct mail advertising. To shed light on this enduring medium, we’ve gathered several impactful statistics every business should know that highlight print’s profound effect on:
- Consumer trust
- Response rates
- Brand awareness & recall
Read on to uncover the undeniable importance of print-driven communications in today’s marketing landscape.
1. Consumer trust: 82% of consumers trust print advertisements when making a purchasing decision.
A study examining the advertising channels consumers trust the most and least when making a purchasing decision revealed that 82% of respondents ranked print as their most trusted medium. This finding indicates that print advertising is crucial in shaping consumer trust and choices and aids in establishing brand credibility, especially among skeptical buyers.
2. Engagement: 88% of people look at print advertisements, and print readers spend 20 minutes or more with their publication.
Print continues to command attention and resonate with audiences, a major strength of direct mail advertising. A study reveals that 88% of individuals actively engage with the print ads they receive. Additionally, the USPS notes that 80% of recipients look forward to print advertisements in their mailboxes, highlighting their distinct appeal. And while print readers allocate an average of 20 minutes or more to their chosen publication, their counterparts on digital platforms typically spend less than five minutes per visit.
3. Response rates: Personalization boosts response rates by 135%.
The success of a print marketing campaign is often gauged by its response rates, which can directly impact return on investment (ROI). Experts have discovered that direct mailers tailored to individual recipients see an astounding 135% increase in response rates. Whether through customized greetings or content that aligns with personal preferences, personalization significantly boosts the likelihood of eliciting a consumer response.
4. Effectiveness: Print combined with digital advertising is 400% more effective.
There’s a strong connection between print and digital media, which can transform the results of your campaign efforts. Research shows that when print and digital ads are integrated, online campaigns become 400% more effective, and up to 60% of catalog recipients visit the mailing company’s website. Pairing print advertisements with emails leads to an average sales increase of 49% and a notable 125% rise in inquiries. These findings illustrate the power of a holistic, omni-channel marketing approach like IQ Mail. By harnessing the proven strengths of print and marrying them with the advanced trackability and performance enhancement capabilities of digital, IQ Mail is shown to elevate direct mail results by 23-46%.
5. Brand awareness & recall: On average, consumers keep print advertisements for 17 days.
Print advertising plays a crucial role in fostering brand awareness and recall. Research indicates that consumers hold onto print advertisements for an impressive average of 17 days, suggesting a deep-rooted impact and enduring resonance of print ads on consumer awareness. This behavior also translates to recall, with print driving higher levels of memory versus digital (77% vs. 46%).
6. Fundraising: 78% of nonprofit donations are driven by print marketing.
Print marketing profoundly impacts nonprofit fundraising, enhancing the power of the big ask. According to data, print advertisements drive a significant 78% of donations for nonprofit organizations, underscoring the vital role of direct mail marketing in the success of nonprofit fundraising campaigns.
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7. Revenue: Recipients of print advertising purchased 28% more items and spent 28% more than non-recipients.
Print advertising offers a tangible boost to revenue generation. Research shows that consumers who receive print advertisements engage in stronger purchasing behaviors. Notably, these recipients purchase 28% more items and spend 28% more than those not exposed to such ads. This evidence underscores print’s powerful influence on consumer spending, highlighting the importance of integrating print tactics within a holistic marketing strategy.
While digital marketing undoubtedly holds a significant spot in modern advertising strategies, these seven statistics every business should know prove print marketing’s undeniable influence and potential are evident. Its ability to foster trust, drive engagement, complement digital strategies, and generate revenue makes it an indispensable channel for nonprofits, higher education institutions, and businesses.
With deep expertise in commercial printing and direct mail marketing, particularly within the nonprofit and higher education sectors, we have the tools and knowledge to harness the power of print for your organization. Contact us to discover how we can help you achieve measurable bottom-line results.