Print Marketing More Effective Than Social Media
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Print materials have higher response rates.
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06/08/11
With many businesses still feeling the effects of the economic recession, driving results has become increasingly crucial to marketing campaigns. As MediaPost recently suggested, print marketing is still one of the leading platforms, even when compared to newer channels such as social media.
According to a report from Simplify 360, the average response rate to direct mail campaigns is higher in comparison to social media. Whereas the average Facebook post has a response rate of 0.08 percent, direct mail response rates are just over 1 percent.
"Consider a typical [direct mail] response of 1 percent that generates 10,000 orders at, say, $50 per order. If the cost of putting out 1 million direct mail pieces is $410,000 (to cite one recent real-world example I'm familiar with), that's an example of direct mail being profitable - not by a huge margin, but definitely worth the effort," explains the source. "Also, these new customers have a much higher likelihood of rebuying, where the real value starts."
To maximize results, businesses should use both channels, which can be done easily through quick response codes placed on postcard printing initiatives.
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