As I kid, I remember going to my grandmother鈥檚 house and rifling through the catalogs she kept on her coffee table. Many of them sold clothes that could have been worn by an extra on 鈥淭he Golden Girls.鈥� Even though I was deep into my off-brand phase, I still spent hours looking through the catalogs and magazines she accumulated. I still love looking through catalogs and magazines. And I鈥檓 not alone. The data shows that consumers enjoy receiving print in the mail and respond to it well. Whether it鈥檚 a magazine, catalog or a hand-written letter, the material that arrives in the mailbox is generally well-received.
Send It Over
Public sentiment for receiving print in the mail is very positive. People really like receiving mail. Young people especially respond positively to print. We鈥檝e shared before how Gen Z especially likes print, due in part to the digital fatigue they鈥檝e experienced for much of their lives.
Direct mail cuts through the digital clutter. Anyone with an email address likely receives more marketing emails than they know what to do with. Research by showed that Americans have just about had it with the digital contact. They found:
- 54% of Americans suffer from email overload.
- 59% said the majority of emails they receive aren鈥檛 useful.
- 66% said email messages and notifications made them feel stressed or fatigued in previous year.
is simple, in theory: step away from the screen. That鈥檚 easier said than done, but when someone already receives print in the mail it鈥檚 an easy means of escape.
Magazines
When it comes to magazines, readers still prefer print. It doesn鈥檛 look like that is going to change anytime soon. The number of eMagazine readers in the U.S. is expected to grow some, . However, those who prefer reading digital magazines was only at 18%.
鈥淢agazine media brands are long-standing, recognizable and trusted by consumers and advertisers. They communicate with authority using professionally researched, expertly written, precisely edited, masterfully produced, curated content that is delivered in safe environments, whether on paper or on digital platforms.鈥�
Linda Brooks,
The trust associated with magazine brands parlays well into . A whopping say they trust print ads the most when making a purchase decision. Coming home to find an anticipated magazine in the mailbox, they鈥檙e inviting that brand into their home. Taking the time to read through it provides an opportunity for readers to let down their guard and relax.
Even advertisements 鈥� something clearly meant to sell to them 鈥� are than if that same ad was received digitally.
Catalogs & Other Direct Mail
Catalogs have come a long way from the stack my grandmother kept on her coffee table. Between personalization and the storytelling that goes into some catalogs, it鈥檚 a whole new experience. And consumers are responding to this new breed of catalogs.
鈥淐atalogs may seem old school, but their increased capabilities and the brand-building potential suggest they鈥檒l remain a staple in retailers鈥� toolboxes 鈥� and consumers鈥� mailboxes.鈥�
, Harvard Business Review
Catalogs have evolved. They used to primarily be used for direct sales. Now, they鈥檙e used to send a message about your brand and keep your brand in the consumer鈥檚 mind. They鈥檙e a useful tool for driving recipients toward online sales. Catalogs also help drive in-person sales. , 62% of Millennials said they had visited a store in the past month based on information received in the mail.
In fact, reported that the average return on investment was $4.09 for every $1.27 spent on direct mail, and 鈥渟tudy participants who sent letter-sized envelopes to prospect lists through direct mail reported the highest ROI of all media鈥� according to .
Better Together
Direct mail and digital marketing work well together, especially when it comes to receiving print in the mail. Spectrum Marketing reports when direct mail and digital ads are used together.
Consumer engagement via mobile and web has increased in recent years, but that doesn鈥檛 mean print is losing favor. Instead, it opens up opportunities for print and digital supplements to printed content, the way olive magazine . QR codes have been around for a long time, but improvements to mobile phones mean those QR codes are more accessible than ever. The reliance on QR codes due to COVID-19 helped make Americans more comfortable with them.
Combining print and digital provides the best of both worlds. The ease and interactivity of digital is undeniable. The inherent trust put into print is established. Consumers report much higher levels of recall for printed materials. Combining digital with direct mail increases Readers say print ads are more interesting to them, easier to understand, and to pay attention to print advertising compared to digital advertising. Clearly, print is an effective way to get consumers to notice and remember your brand. Digital provides easy access and more information than could fit on a printed piece. Together, it鈥檚 a recipe for success.
Takeaways
Receiving mail (that isn鈥檛 a bill) can be a joyful experience. When someone gets a piece of print in the mail, they鈥檙e going to give it time and consideration that doesn鈥檛 typically happen with digital content. 聽They鈥檒l feel than if that same message came through in an email or on social media.
However, the convenience of digital can鈥檛 be denied. That means a magazine, catalog or other piece of print in the mail opens a path to your audience. They鈥檙e more likely to accept it, review it and really consider what they鈥檝e been sent. You can make the most of that experience by combining it with digital. That way everyone wins.
