Trend watchers have been predicting the disappearance of print media for decades and have declared that all printed material is “dead”. One thing we can say is that they were/are wrong and that statements like “print is dead” are exaggerated and don’t reveal the full potential of the medium. Let’s face it, impersonal messaging has declined enormously, be it print, email or any other kind of impersonal medium.
So we can argue that irrelevant media are dead, whatever channel you use.
How can you use smart printing solutions in an e- and m-commerce world?
Conversion rates in the digital world are a fraction of those of direct mail. Sometimes even a 1 to 10 comparison (most digital conversion rates are below 1%). So this means that transferring your marketing euros to a digital world in full or only investing in digital channels may not be the right strategy. This could mean that you lose out on important leads or sales.
The impact on the audience is therefore greater in print compared to digital channels. It should be noted, however, that some products and target audiences, or even stages in life, only require a digital push to get you buying or interested. Think of airline or cinema tickets. Convenience plays an important role here as the ease of booking outperforms any traditional way. So look at the results for each audience type and you’ll probably discover different trends.
Metrics in Belgium (from the Letterbox Consumer Survey) show that even the keenest e-commerce or social media fans still convert better when they receive direct mail. Think about the impact of a letter too. That one letter in an otherwise empty letterbox gets the full attention of more than 80% of all Belgian consumers every day. Even youngsters show similar results.
So what are some of the best practices?
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