5 conceptions on printed communication knocked out of the ball park
DESCRIPTION
With all buzz going on one might be of the impression that the good old outbound marketing like print, letters, dm etc no longer work. That print is just a waste of money. That just mentioning anything that can’t be re-tweeted within seconds will make you the laughing stock of the marketing community. If you have this mindset, you might want to look into the facts a bit deeper - they might actually make you re-think.TRANSCRIPT
CONCEPTION #
“Only old people read paper mail!”“Only old people read paper mail!”
Different age groups where asked how they prefered recieving information. 77% chose to have it printed & delivered to their mail box.
Age 20-29 Age 50-64
CONCLUSION #
Age differences don’t exist!Age differences don’t exist!
CONCEPTION #
“Paper mail is a waste of money!Everyone just throws it away.”
“Paper mail is a waste of money!Everyone just throws it away.”
A stunning 80% say that direct marketing is seen by at least 2 persons in the household.
…on top of that 30% of all direct marketingisn’t thrown away until a�er 3-7 days!
CONCLUSION #
DM is seen by many people.Time and time again.
DM is seen by many people.Time and time again.
CONCEPTION #
“ Off-line marketing is only for off-line purchase!”
“ Off-line marketing is only for off-line purchase!”
The survey showed that 30% use direct marketing offers for online purchases.
Off-lineOn-line
30%30%30%
Off-line marketing drives on-line sales.Off-line marketing drives on-line sales.
CONCLUSION #
CONCEPTION #
“Ok... But no-one reads a paper mail!”“Ok... But no-one reads a paper mail!”
59 percent immediately goes through the mail pile when they get home.
36 percent saves it till later, and read through it as soon as they have time.
CONCLUSION #
People do read paper mail.People do read paper mail.
CONCEPTION #
“Reading Paper mail has dropped dramatically!”
“Reading Paper mail has dropped dramatically!”
The physical letter still has a 85% read through rate!
The read through rate of paper mail has dropped, but n� as much as you might think.
People �ill read paper mail.People �ill read paper mail.
CONCLUSION #
