The Post-COVID Print Bump

The COVID-19 pandemic reinforced something many of us already knew—how much we love direct mail. As the world locked down and people spent more time at home, we felt how much we looked forward to what came in the mailbox in a fresh, more personal way. We already loved print. The pandemic just made us appreciate it more.

Now, marketing experts are talking about the benefits of keeping print in the mix. We just can’t do without it. Here are four of those reasons. If you could add another to this list, what would it be? We know you have one!

1. Print is personal. Sure, email is a quick and easy way to communicate, but when something comes in the mail, it just feels different. It feels more personal and expresses value to the person receiving it.

2. Print is credible. Digital marketing in all forms is relatively inexpensive, and recipients know it. There is something about putting a brochure, a physical coupon, or a direct mail piece into their hands. It carries weight. They take it more seriously.

3. All generations love print. We might expect print to be appreciated primarily by older generations who grew up without digital marketing, but the opposite is true. Studies consistently show that Generation Z and Millennials, who grew up in the world of digital media, are highly attracted to print. We might also point to the resurrection of print catalogs, especially during holiday seasons, after retailers saw lagging sales with digital-only marketing.

4. Print keeps your focus. Readers get easily distracted using digital media, losing focus on the message. Whether it’s college students doing their studies, a casual reader at home on the couch, or a recipient reading a piece of targeted direct mail, neuroscience studies reinforce what we instinctively already knew—print holds the attention and promotes recall more than digital media. Digital media have their place in a well-crafted multichannel marketing campaign, but they don’t replace print. Want results? Keep print in the mix!

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