Print communication and marketing has established itself as a successful and long-standing tactic in the business world. It works both when you want to acquire new customers as well communicate with an existing audience—but why is it that print marketing is so effective, even in a digital age?
When receiving marketing material in the mail, the recipient interacts with it in a way that digital tactics can’t replicate. Plus, if your direct mail is able to elicit feeling or emotion, an even deeper connection can be formed. This creates a more personal experience than digital tactics, where users will see the message and scroll past it perhaps without a thought. Print marketing, however, can carry more longevity.
To make the most out of your print communication strategy in the digital age, here are some things to keep in mind as you plan.
Personalization is Key
When designing your print communication material, look for ways to make it as personal to the recipient as possible. Instead of giving your postcard or flyer a generalized greeting, such as “Dear Neighbor,” or “To the residents of,” address the recipient by name. To take it a step further, customize your direct mail campaign to fit what the customer is looking for. If you have a list of customers who have previously bought a service or product from you, include a coupon for a discount on their next purchase. If you are targeting your campaign at new customers, include a free consultation or gift when they visit your business. Use incentives that reflect customer spending habits to maximize their potential.
Utilize the Senses
A wonderful aspect of print communication is the ability to customize nearly every detail of its design, which in turn can make the material you send stand out from the rest of the “junk.” When creating your next flyer, pamphlet or brochure, incorporate unique design elements that evoke feelings or senses. This can include eye-catching colors, distinct imagery and even the sense of touch. Punch-out coupons and contact cards are just a few ways you can create a memorable experience for the recipient through direct mail.
Complete the Circle
Although print and direct mail is a tried and true tactic in the marketing world, it will likely not be the only route you choose to take. Living in the digital age means incorporating print methods with digital ones, too. Make your multi-channel campaigns effective by unifying them through design and messaging and bring it back full circle. The imagery of your direct mail flyers should reflect the design of your digital ads, and the word choice should remain cohesive. If you’re looking to integrate the print and digital platforms even further, include a QR code on your print materials to drive recipients to your online website. The scannable feature will make it even easier for consumers to interact with your campaign in a meaningful way. Plus, it creates an ability to capture campaign data.
Print communication campaigns offer a wide range of customization and potential for creating meaningful interactions with your new and existing customers. Unlike digital campaigns that an audience can simply scroll past in seconds, direct mail is not as easily ignored in the digital age. To help your print communication live up to its full potential, focus on personalization and eliciting sensory experiences—and don’t forget to keep it consistent with your digital presence, too. If you want to dive into more best practices for print communication, contact the Allegra Minneapolis team!