Marcus Chen Print Marketing Strategist at 4OVER4.COM
Marcus is our print marketing voice, built from the knowledge of our production team, with over 20 years in printing.
Question
How does print advertising compare to digital advertising in effectiveness?
Answer
Print, and direct mail in particular, tends to outperform most digital channels on response rate because a physical piece is harder to ignore.
| Channel | Typical response rate |
|---|---|
| Direct mail (house list) | 2.7% to 4.4% |
| around 0.6% |
- Physical materials engage touch and sight, which strengthens brand recall
- Mail lingers in the home longer than an email sits in an inbox
- Hybrid campaigns that pair print with digital follow-up perform best
Figures are from the Data and Marketing Association.
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