Quality Tactile Print Is Essential For Brands!

New research into consumers’ attitudes to print marketing has revealed that 79% of consumers act on direct mail immediately.  Titled ‘From Letterbox to Inbox 2013’, the study found that consumers regarded direct mail and other printed communications as being essential to their overall experience of brands.

Among the conclusion of the print-tracking study was the fact that 10% more consumers visited a brand’s website in response to direct mail rather than an email.  Also, half those surveyed said they had retained printed items, with 17% saying they did so regularly.

Respondents also highlighted the essential role direct mail plays within their lives as consumers, with 56% saying they found print marketing to be the ‘most trustworthy’ of media channels.

“People continue to value direct mail and printed communications from brands, finding it offers qualities not found in other comms and is an essential part of the overall brand experience” explains Rachel Aldighieri, Director of Communications and Insights at the DMA.  “Many people today could easily choose to conduct their lives entirely online, but they don’t.  For brands to market effectively in a truly connected world, they must fully recognise the role that print comms play, and will continue to play for many years to come”

Source: Print Power, Issue 6, Autumn 2013. Pg 5.