Printing is particularly persuasive as direct mail. According to research by the Direct Marketing Association and the Wharton Economic Forecasting Associates, print's performance through the mail can be measured in dollars and cents.
The DMA researchers found that U.S. advertisers spend $167 per person in direct mail marketing to earn $2,095 worth of goods per person, scoring a return of investment of 13 to 1.
Why? Because people gravitate toward print. A total of 38% of households surveyed by the U.S. Postal service in 2006 found direct mail pieces interesting. That study also found that 85% of mail is either read or visually scanned by recipients.
And direct mail is also a great way to expand business relationships and keep customers loyal. A study by the Rochester Institute of Technology Printing Industry Center found that 67% of respondents like getting mail about new products from companies they do business with.
©2006, The Print Council, Washington, DC, www.theprintcouncil.org
About Me
- Randy Monroe
- I've been a business owner in Colorado Springs for more than 11 years. I love what I do. I hope the information provided here will help you as you work with your printer. And if you're in need of a printer, contact me at randy@lxprinting.com or (719) 591-0790. I know we can help.
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