Got Myths? 3 Misperceptions About Print


Print continues to receive a lot of attention from marketers. Why? Because it works! However, there are many misperceptions about print that cause marketers to overlook its value. Let’s look at three myths about print marketing and the reality behind them:

1. Print is all or nothing

Many marketers think that either you live in the age of print or the age of digital, but not both. The reality is that print and digital channels work together. One study found that 51% of consumers prefer companies to communicate with them using a combination of physical mail and email. Even if buyers do end up purchasing online, 39% say they tried a business for the first time because of direct mail.


2. Consumers prefer digital communication

Sure, consumers love to connect with brands digitally, but they also want to connect with brands through print. They want to communicate across both print and digital. According to the Direct Marketing Association (DMA), 92% of shoppers prefer direct mail for making purchasing decisions. In part, this is because print continues to have a trust factor. It also motivates people to buy. The DMA found that for every $167 spent on direct mail, marketers sell $2,095 of goods. As a great solution to pair print and digital, check out our Aradius ENHANCE solution. ENHANCE perfectly times social ads to your mail recipients right before and after their mail is scheduled to arrive in their mailbox. In fact, our customer that use ENHANCE see a 23-46% increase in their ROI… there is something about print that spurs consumers to action.


3. Personalization only works for email and online

Print can be personalized, too… and it doesn’t have to be difficult! Personalized direct mail can increase ROI by 3x to 10x. Furthermore, 40% of consumers say they buy from retailers who personalize the shopping experience across channels. It’s not as hard as you might think, our Aradius RETAIN solution organizes and makes it easy to create personalized print on demand. If you’re ready to start digging deeper into the rewarding world of personalization, let us know and we can walk you through it.


Don’t fall for the myths. Test out the real value of print marketing. Want to learn more? Just ask!


Aradius Group is a commercial printing company that specializes in marketing strategy, specifically with direct mail, based out of Omaha, NE.