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5 Print Marketing Statistics You Should Know

Online and email marketing are great tools for reaching specific customers, at specific times, with specific types of messages. But print remains the bedrock of any great marketing campaign.

Here are 5 print marketing statistics that every marketer should know, including some that may surprise you.

1. When it comes to coupons, Millennials prefer print. When shopping for items such as food, OTC medication, and beauty care, 61% of e-media and mobile-savvy Millennials use print coupons, more than any other channel. (Source: “2K14 Valassis Shopper Marketing Report”)

2. Among the 65+ demographic, there remain customers who can be reached only by print. While more affluent, college-educated consumers in this age bracket are deeply embedded in digital technology, among those who have not attended college, only 40% go online and just 27% have broadband at home. (Source: Pew Research Center, April 2014)

3. Direct mail is the number one marketing vehicle for fundraising. According to a YouGov study, direct mail remains the strongest, most effective way for nonprofits to solicit donations. According to the study, 21% of people gave to a nonprofit because of a print solicitation. This is compared to 12% through mass media, 6% through social media, and 10% through email. (Source: “YouGov Giving Report 2013”)

4. 10% more consumers visit a company’s website because of print. If you want to drive traffic to your website, send mail! According to a survey by the U.K. Direct Marketing Association and fast.MAP, 10% more consumers visit a company’s website because of a print advertisement than an email contact. (Source: “From Letterbox to Inbox 2013”)

5. Print is seen as more trustworthy. In the same U.K. Direct Marketing Association / fast.MAP study, 56% of respondents said they found printed marketing to be the “most trustworthy” of media channels. (Source: “From Letterbox to Inbox 2013”)

There is a reason that print remains the bedrock of today’s most successful marketing campaigns. Email, mobile, and social media all have important places in the media mix, but with print’s tangibility, credibility, and motivating power, it remains the cornerstone of truly successful multichannel marketing.