Print isn’t dead, it just got more personal.
In an increasingly digitised world, you could be forgiven for wondering if print is near extinct.
Yet, despite the pervasive nature of screens and instant information, print continues to hold a powerful and often superior position in specific marketing domains. Here we explore the enduring effectiveness of print, focusing on the compelling attention-grabbing capabilities of direct mail (DM) and door drops, ultimately demonstrating why a strategic integration of print and digital is paramount for modern clients. Rather than digital alone. Long live print!
One of print's most significant advantages lies in the realm of direct mail and door drops, where it consistently outperforms digital media in capturing consumer attention. In a landscape saturated with digital advertisements, emails, social media notifications, physical mail offers a tangible and less intrusive experience. Statistics highlight this effectiveness: the response rate for direct mail among individuals aged 18-21 is a remarkable 12.4%, starkly contrasting with the mere 0.12% response rate for digital ads.
This isn't just about reaching an older demographic; even millennials, often considered digital natives, show a strong affinity for physical mail. A 2024 Vericast study revealed that 54% of millennials and 61% of millennial parents find ads in the mail more personal than digital ads. Furthermore, 87% of 25–39-year-olds feel positively about the marketing mail they receive. The tactile nature of print fosters deeper engagement, with studies showing that the parts of the brain associated with laying down long-term memories are over 70% more active when consuming mail compared to TV, and 40% more active than for email.
This enhanced cognitive processing leads to higher brand recall; print ads boast a 77% higher brand recall than digital ads. The physical presence of a door drop or direct mail piece means it can be kept, revisited, and even shared, unlike fleeting digital impressions. Indeed, 89% of consumers remember receiving a door drop mailing and 45% keep leaflets on a pinboard or in a kitchen drawer with the average door drop interacted with 3.1 times a month. This sustained exposure and memorability translates directly into action: 92% of consumers have been driven to online or digital activity as a direct result of receiving mail and 87% have been influenced to make online purchases.
So, in a world dominated by fleeting digital impressions, print’s ability to deliver impact, memorability for a brand remains undeniable. Direct mail and door drops continue to break through the noise, engaging consumers on a deeper cognitive and emotional level than their digital counterparts alone. Far from being outdated, print is a vital, high-performing channel that not only stands on its own but also drives and complements online actions. For modern marketers, the question is no longer print or digital, but how best to strategically integrate both to achieve lasting engagement and measurable results.
Almondsbury Garden Centre outdoor furniture brochure
We made this brochure masterfully combine luxury print with the broad reach of a door drop. The result? A significant increase in outdoor furniture sales, demonstrating the power of high-quality print to capture attention and elevate a brand.
Subway door drops
These door drops were a huge hit! These cleverly designed 'little book of savings' were printed and distributed in the millions, directly contributing to increased returning customers and high footfall for local Subway stores.
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