{"id":814,"date":"2017-05-09T08:42:28","date_gmt":"2017-05-09T08:42:28","guid":{"rendered":"http:\/\/www.print2day.com.au\/blog\/?p=814"},"modified":"2018-04-12T05:45:29","modified_gmt":"2018-04-12T05:45:29","slug":"oldschool-marketing-money","status":"publish","type":"post","link":"https:\/\/www.print2day.com.au\/blog\/oldschool-marketing-money\/","title":{"rendered":"Why old-school marketing makes money"},"content":{"rendered":"

Our letterboxes have never been emptier \u2013 which creates a golden opportunity for anyone sending high-quality marketing pieces through the mail. Before the internet era, people would find their letterboxes stuffed full of direct mail when they returned from work. Today? Not so much. So if you leave something in a potential customer\u2019s letterbox, it\u2019s more likely than ever to be read.<\/p>\n

The UK postal service has found that more than 92% of direct mail gets opened<\/a>. By contrast, MailChimp has found that only 15.2% to 28.5% of email marketing gets opened<\/a> (rates vary between industries).<\/p>\n

According to Australia Post research<\/a>, catalogues & flyers are the most effective advertising channel, with 62% of respondents saying it influences their behaviour.<\/p>\n

\"\"
\nSource: SEMA Group<\/a><\/span><\/p>\n

\n

Even the young\u2019uns love print<\/h2>\n

If you look at the top 10 channels, three of the top five are print \u2013 and digital doesn\u2019t feature until number six.<\/p>\n

1. Catalogues & flyers 62%<\/strong>
\n2. TV 52%<\/strong>
\n3. Press 40%<\/strong>
\n4. Radio 32%<\/strong>
\n5. Personalised direct mail 29%<\/strong>
\n6. Email 25%<\/strong>
\n7. Outdoor 23%<\/strong>
\n8. Social media 17%<\/strong>
\n9. Online 12%<\/strong>
\n10. Telemarketing 4%<\/strong><\/p>\n

That doesn\u2019t mean that email or online or social media marketing is a waste of money \u2013 just that old-school print marketing<\/a> is a terrific way to generate business.<\/p>\n

The Australia Post research report also busted the myth that the young\u2019uns dislike print.<\/p>\n

\u201cYounger demographics do rank social media advertising, online display advertising and email marketing more effective than older demographics do \u2013 but still nowhere near as effective as catalogues & flyers, TV advertising, press, radio and direct mail as advertising channels<\/a>,\u201d the report said.<\/p>\n

Strangely, though, brands have been devoting more and more money to online display advertising and less and less money to print marketing, according to the report.<\/p>\n

That explains why the letterbox has never been emptier!<\/p>\n

By the way, the two main reasons survey respondents gave for finding print influential is that it is \u201ceasier to refer to later\u201d and \u201coften informative\u201d.<\/p>\n

\"letterbox\"<\/p>\n

Three lessons to learn<\/h2>\n

Trying to figure out what all this research means? Well, here\u2019s what our years of printing and marketing experience tell us:<\/p>\n

1. Multi-channel marketing campaigns work best \u2013 but if you\u2019re only going to choose one channel, the stats show that print is the way to go<\/a>.<\/p>\n

2. Just because more than 92% of direct mail gets opened, it doesn\u2019t mean any old crap will work. If you want people to look at your print piece AND take action, it has to be good.<\/p>\n

3. If people value print pieces that are informative and easy to refer to later, make sure you design something that has useful information and that consumers want to keep.<\/p>\n

\"letters\"<\/p>\n","protected":false},"excerpt":{"rendered":"

Our letterboxes have never been emptier \u2013 which creates a golden opportunity for anyone sending high-quality marketing pieces through the mail. Before the internet era, people would find their letterboxes stuffed full of direct mail …<\/p>\nRead more<\/a>","protected":false},"author":2,"featured_media":817,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-tips"],"_links":{"self":[{"href":"https:\/\/www.print2day.com.au\/blog\/wp-json\/wp\/v2\/posts\/814","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.print2day.com.au\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.print2day.com.au\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.print2day.com.au\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.print2day.com.au\/blog\/wp-json\/wp\/v2\/comments?post=814"}],"version-history":[{"count":4,"href":"https:\/\/www.print2day.com.au\/blog\/wp-json\/wp\/v2\/posts\/814\/revisions"}],"predecessor-version":[{"id":829,"href":"https:\/\/www.print2day.com.au\/blog\/wp-json\/wp\/v2\/posts\/814\/revisions\/829"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.print2day.com.au\/blog\/wp-json\/wp\/v2\/media\/817"}],"wp:attachment":[{"href":"https:\/\/www.print2day.com.au\/blog\/wp-json\/wp\/v2\/media?parent=814"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.print2day.com.au\/blog\/wp-json\/wp\/v2\/categories?post=814"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.print2day.com.au\/blog\/wp-json\/wp\/v2\/tags?post=814"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}