In the fast-paced digital landscape of marketing in 2023, it’s easy to get swept up in the allure of social media, PPC and email campaigns. However there’s an often-overlooked marketing gem that still shines brightly: catalogues and direct mail. Contrary to what some might believe, these marketing tools definitely haven’t lost their shine and relevance; in fact, they continue to hold immense potential and effectiveness in capturing your customer’s attention.
The Royal Mail Marketreach “Magic of Mail” campaign shared some incredible statistics: a huge 95% of mail is engaged with, and 30% of this leads to consumers buying, donating, going online or sharing it. Direct mail gives bang for its buck too, costing 42% less per minute of attention than a social display ad.
Rising costs for paper and printed materials can indeed pose a challenge for companies aiming to create impactful brochures or direct mail campaigns. However we’re increasingly seeing clients streamline their page count and focusing on the most meaningful details, and often sending out smaller, but more tailored publications. Additionally, there’s a plethora of advanced printing techniques and sustainable paper stocks, which can help mitigate costs while aligning with environmentally conscious values. By taking a more considered approach, we’re still able to help customers create incredible campaigns without breaking their budget.
In a recent article in The Times, Jonnie Boden expressed his regret at reducing the distribution of Boden’s iconic catalogue, despite being keen to do so for years. Describing the catalogue as their “Bible”, he said:
“Paper prices have gone through the roof. We were sending out 160-page catalogues which became very, very expensive to distribute. We knew we had to cut back distribution because digital was the future, but we cut back too much.”
Yes, it can be tempting to chase likes, shares, clicks and dream to have a viral “TikTok product” but here’s 4 reasons we’ll never stop believing in the power of a physical campaign to inspire your customers:
1. A Deeper Connection
In an era where digital content floods our screens as quickly as you can scroll, tactile marketing materials stand out.
There’s something wonderful about holding a beautifully designed catalogue or a thoughtfully crafted direct mail piece in your hands. It can create a deeper connection between the consumer and your brand and leave a lasting impression that simply cannot be replicated in the digital world.
2. Cutting Through The Digital Noise
Let’s face it – the online world is cluttered. Your inbox constantly pings with marketing emails and your social media feeds are full of ads.
Arriving in a more deliberate and intimate manner, a carefully designed catalogue or direct mail piece acts as a breath of fresh air; it provides an opportunity for consumers to step away from their devices and engage with content in a different way. It allows them to truly focus on your message without the distractions and noise they experience online.
3. The Personal Touch
In 2023, your customers have come to expect services to be tailored to them, and marketing campaigns are no exception. The personal touch offered by printed catalogues and direct mail can be incredibly impactful.
From addressing the recipient by name to tailoring the content to their preferences, these materials showcase a level of attention that digital marketing often struggles to replicate – you can see how we did this for a client here!
When your customer receives a piece that feels like it was created just for them, it not only grabs their attention but makes them feel valued and understood.
4. A Lasting Reminder
While emails can be easily deleted with an easy click, printed materials have more of a tendency to remain in the home. An eye-catching piece of print can occupy a prominent spot on your customer’s desk or kitchen worktop, serving as a reminder of your brand.
The engagement rates of types of direct mail with different audiences can be quantified and measured using JICMail’s insights and data, which is something we like to explore with our clients when planning a campaign.
So to sum it up, the power of printed catalogues and direct mail in modern marketing cannot be underestimated!
Yes, digital marketing offers convenience and speed, but it truly is the tangible, personal, and authentic nature of catalogues and direct mail that make them stand out. So, the next time you’re considering your marketing strategy budget, don’t overlook the enduring charm and effectiveness of print. Embrace the best of both worlds, and craft a multi-channel campaign that will leave a lasting impression with your customer.
Feeling inspired? We’d love to chat all things catalgoues, print and direct mail with you! From page design, to print we’re passionate about helping our clients’ marketing campaigns come to life. You can reach the team by email at [email protected], or call us on 0113 238 3066.
