In the age of smartphones, email newsletters, and endless social media feeds, it may seem like print marketing is a relic of the past. But don’t let the digital noise fool you—print is far from dead. In fact, it’s having a renaissance. According to recent research, print continues to deliver powerful results, often outperforming digital in key areas like attention, trust, and engagement.
The Power of Print by the Numbers
- Higher Engagement:
A study by Canada Post and TrueImpact found that direct mail requires 21% less cognitive effort to process than digital media, and recall was 70% higher when consumers were exposed to print. That means people don’t just see printed materials—they remember them. - Trust and Credibility:
MarketingSherpa reports that 82% of U.S. internet users trust print ads when making a purchasing decision, more than any other advertising medium. - Longevity and Visibility:
Unlike digital ads that disappear with a click or swipe, printed materials like brochures, flyers, or postcards stick around. A survey from the Data & Marketing Association (DMA) showed that 77% of consumers sort through their physical mail immediately—and many keep pieces for later use. - Response Rates:
The 2023 ANA/DMA Response Rate Report found that direct mail has a response rate of 5.3% for house lists and 2.9% for prospect lists. Compare that to email’s average response rate of just 0.6%, and it’s clear that print still drives action.
Why Print Works in a Digital World
- Less Competition: Your email inbox is crowded. Your mailbox? Not so much. Print offers a quieter, more focused space to reach your audience.
- Tangible Connection: Touch creates a more personal connection. Neuroscience studies show that holding printed material triggers emotional engagement and brand recall.
- Cross-Channel Synergy: When used alongside digital, print marketing boosts overall campaign effectiveness by 400%, according to research from BrandScience.
Strategies to Make Your Print Campaign Effective
If you’re ready to harness the power of print, here are some practical strategies:
1. Target Smart
Print marketing isn’t about blasting everyone. Use mailing lists, purchase behavior, or local demographic data to zero in on your ideal customer.
2. Design with Intention
Great design matters. High-quality visuals, clean typography, and clear calls to action will help your piece stand out. Invest in professional layout and printing—it reflects on your brand.
3. Integrate with Digital
QR codes, personalized URLs (PURLs), or coupon codes can bridge print and digital, track results, and drive online conversions. Make it easy for readers to take the next step.
4. Use Variable Data Printing (VDP)
This tech lets you personalize your materials with names, images, and content tailored to each recipient, increasing relevance and response rates.
5. Be Consistent with Branding
Use the same tone, fonts, colors, and logo across print and digital. This reinforces brand recognition and creates a seamless customer experience.
6. Time It Right
Coordinate print drops with seasonal campaigns, product launches, or local events. Timely relevance increases effectiveness.
Print Isn’t Dead—It’s Evolving
In a world where digital fatigue is real, print stands out. It offers physical engagement, high trust levels, and strong ROI. The smartest marketers are blending print with digital for omnichannel campaigns that perform on every level.
When done right, print becomes more than just paper—it becomes a powerful part of your brand’s story.