In 2017 Canada Post and neuro-marketing agency TrueImpact conducted a study into the differences between print and digital media, with surprising findings. Their results revealed that direct mail (printed), takes 21% less cognitive effort to process than digital media, meaning it is easier to understand and remember. When the study subjects were asked to remember the company name of an advert they had just seen, correct answers for direct mail ads were 70% higher than those for digital ads.
It’s not just that they remember you either; the evidence shows that print is a much more persuasive and powerful motivator, with a 20% higher response rate than digital.
Yes, surprisingly, millennials do prefer print to digital media. This generation values connection, legitimacy and authenticity; all of which print can provide. Holding a piece of direct mail in your hand literally connects you to the brand, with a real feeling. This isn’t to say to bombard them with endless letters – they are still the generation of high expectations so a simple letter just isn’t going to cut it. If you’re struggling for new ideas, give us a call and see how we can help.
To many people, print media is a ‘new’ novelty. Social media and emails are an ingrained part of most people’s lives so to receive something tangible is ‘exciting and new’. Of course, this should be reinforced by the usual methods of communication, but print could give your campaign that winning bonus.
Before you rush off and start bombarding your audience with a ton of printed material, stop. Yes, print can be extremely effect, but it has to be done correctly. This means the right design, messaging, tone and content.
Get in touch today to start planning your printed masterpieces.