Only 7% of how we speak is communicated through words
As humans, we communicate in many ways. When we speak, far more is understood through the tone of our voice and our body language than through the actual words we say. To rely on just words when we speak would be foolish.
We also take on information through sight, sound, touch and even taste and smell. People learn through the different senses. We all have our different preferences. A good communicator will reach out to their audience through a variety of ways. They will maximise their chances of communicating with their audience by communicating through many, if not all, of these senses.
We communicate most successfully by using many different channels: marketing should follow this example
The role of marketing is to engage and to communicate as effectively as possible with as many people as possible. However, many marketing professionals are finding that they are being increasingly dictated to by cost. As a result, they choose to communicate through e-channels. They are cost-effective. They are often the easiest way to get a campaign going quickly.
If we rely solely on e-channels we are missing the opportunity to engage with a large part of our audience. We cannot communicate through all the senses. We often miss the opportunity to put our message over as effectively as possible.
Marketing professionals should be using print as part of their mix
People who use print maximise their opportunities to build worthwhile relationships with all of their audience. They have a better chance of controlling the results that they get from their marketing campaigns. They are more likely to achieve the best engagement and response results.
People who ignore print will often fail to achieve the same success in their marketing campaigns. They are limiting the number of people that they can form relationships with. They won’t have the same control over their target audience.
So why does print add this extra level of success to marketing campaigns? The first reason is very simple.
Print grabs attention
We live in a noisy world. We are often overwhelmed by the amount of e-communication that we receive. Print is different. Print stands out from the noise. Studies show that a large amount of people keep printed marketing in their homes and workplaces for a significant amount of time. The average time advertising mail is kept in the home is 17 days and 38 days for door drops. Mail is read for an average 22 minutes a day.
Many people claim that this only applies to older generations who are used to print. However, there is plenty of data pointing to the fact that print attracts the younger generations just as successfully. That means it can really help marketing professionals in another way.
Print drives people to digital channels
Print is part of a multi-channel world. We have already said that the best results do not rely on e-channels alone. This is just the same for print. The best results come when print works in conjunction with other channels.
There are now plenty of ways to drive people online when they are engaged with print. Personalised urls have a very strong take-up. Leads who are nurtured with personalised content produce a 20% increase in sales opportunities. Alternatively, many participants are prepared to scan codes or images on the printed piece if they are correctly incentivised to do so. You now have the opportunity to engage with your audience through many channels.
But this doesn’t mean that the use of print should stop at this point.
Print makes people feel good as part of a follow up campaign
People like to feel special. One of the best ways to achieve this quickly and easily is to send them a thank you card. This might be for engaging in a marketing campaign or it might be for a purchase. Either way, it is a great way to build brand loyalty and engagement. 57% say that receiving mail makes them feel more valued.
Naturally, there are plenty of other ways to use print effectively. However, you now have some building blocks from which you can start generating some powerful marketing activity.
So how do you put all of this into action?
Firstly, it is worth considering which part of your audience would benefit most from being sent print. Print is usually no longer about mass mailing campaigns. Instead it is about targeting smaller numbers of people with higher value print pieces.
Next, consider how print can help you achieve your means. Do you need to raise attention? Or to drive people online? Or do you want to make a part of your audience feel special? Once you understand the goal you can think about how to use print most effectively.
At this point, it is a good idea to speak to a supplier to understand what is possible. They can guide you about the most effective items to print and help you set an appropriate budget. Most importantly, they can also help you understand the most effective ways to get you print into the hands of you target audience.
Speak to Mail Workshop