One of the most successful ways in today’s economy to attract new customers is STILL through print media. This may be using direct mail, newspaper or magazine ads, but I think we all agree that the internet cannot be the exclusive marketing engine, especially with the recent Canadian Anti-Spam laws which, for the most part, prevents companies from reaching out to new customers via email.

That said, mail and print continues…

  • to be the ideal medium to initiate contact with new customers,
  • to be the preferred method of contact with current customers,
  • to be fundamentally safe, easy, and a familiar means of early communications with your target audience,
  • to bring your brand or item to the customer in a strong and focused image,
  • to let consumers be in complete charge of the relationship, which gives them more confidence to continue.
    1. They can open the envelope specifically addressed to them,
    2. They can remove the contents and decide whether or not to keep them, and
    3. They can save the offer for later action.

Canada Post studies show that:

  • 95% of Canadians (93% in 2007) usually read their mail the same day it arrives
  • 68% read it as soon as it’s received
  • 27% review it later on that same day
  • 91% of Canadians are likely to open an item that comes in the mail if it looks official or important.
  • 90% of Canadians are likely to open an item if they recognize the sender
  • 89% of Canadians are likely to open an item if it looks interesting or intriguing
  • 84% of the Addressed print advertising pieces Canadians receive are actioned (ie. read, saved it for later, will shop, purchase or do something else)
  • 67% of the Unaddressed print advertising pieces Canadians receive are actioned (ie. read, saved it for later, will shop, purchase or do something else)
  • 81% of Direct Mail users agree that Mail is a great way to communicate with their existing customers
  • 78% of Addressed Direct Mail Users use it for acquisition
  • 95% of Addressed Direct Mail Users use it for existing customers
  • 97% of Unaddressed Direct Mail Users use it for acquisition
  • 83% of Unaddressed Direct Mail Users use it for existing customers

Based on the stats above, all companies need to rethink their print strategy and make sure they put aside those marketing dollars for print, because the fact is, print and direct mail is still the most effective means of communications with the mass audience, period.