The Value of Direct Marketing in Print

  

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Should brands discontinue print catalogs? Is print direct marketing less valuable than digital direct marketing? Or is the move to digital by many companies actually making snail mail a channel with less competition? Here are two answers to this question from Direct Marketing News

Pro Print

Rob Reif, president of Media Networks Inc.,
 with 24 years of marketing 
experience
, says, "While there are higher overhead costs in sending out print catalogs and direct mail fliers, research shows that print channels are highly engaging when targeted to the appropriate consumer segment. Engagement with ads is higher in magazines than on TV or the Web, according to the marketing research firm Market Research Insight."

He also says, "Print is a strong driver of online behavior, too. Have you noticed that in the past several years, almost all print ads have begun to feature a URL or digital code? A lot of the new Internet-based mobile technologies, such as quick response codes, have forced media planners (and consumers) to give print a closer, more appraising look. Short code activation from print ads can help big-brand retailers build solid customer databases.
"

"Integration between print and digital is essential. If you're a retailer, it shouldn't be an either/or proposition."

Pro Digital

Nancy Sloane, principal at Zoom IQ2, 
with over 20 years of experience
 says, "Looking strictly at return on investment (ROI), the ROI for electronic catalogs sent through email is significantly better than for printed pieces mailed the old-fashioned way. Factor out the costs for printing and postage and factor in an opt-in list with recipients indicating an interest in what you offer and the ROI gets even better. " She also says, "Not only are results more accurately measured in the digital world, but in terms of comparing sales results, digital marketing has been shown to also deliver better returns. A typical direct marketing piece that is "snail-mailed" will deliver a response ranging from 1% to 4%. Statistics on opt-in lists for email returns are significantly higher by comparison. Not only are your recipients interested in receiving the piece and therefore more likely to respond with a purchase, but according to the Direct Marketing Association, 'email marketing has an average ROI of $43.52 for every dollar spent and [that] is only expected to rise.'"

You can read more about what Nancy Sloane and Rob Reif have to say on the subject here: Should brands discontinue print catalogs?

Who do you agree with? Is digital direct marketing the way of the future or is email marketing just a trend? Sound off in the comments!