At AlphaGraphics, we’re shouting from the rooftops about our new, state-of-the-art digital printer from Xerox, the iGen4.
What’s fantastic is the new lower pricing…more bang for your buck!
With a bigger sheet size (an impressive 26” x 14”) and faster speed, it prints more impressions more quickly, resulting in a cost savings of, on average, between 25% and 40% on digital printing jobs.
Clearly, more is better. With the ability to make your digital printing budget go further, you should consider—what else?—more print!
Because print delivers benefits that other media can’t. To wit: Five reasons why print—especially with new lower pricing on digital printing—is a REALLY GOOD THING for your marketing mix:
1. Print Provides an Opportunity to Differentiate
- According to ABM (Assoc. of Business Information & Media Companies), 96% of media users still read trade magazines to keep up on what’s happening in their industry, with 45% saying they read a print magazine at least weekly.
- The United States Postal Service found that 98% of consumers bring in their mail the day it is delivered, with 77% sorting it immediately.
- Roughly 80% of all physical mail is opened, while the open rate of emails is only about 20%.
2. Print is Viewed as Trustworthy
- According to Print In the Mix, a clearinghouse of research on cross-media communications, a survey found that 56% of respondents say they found printed material to be the ‘most trustworthy’ of media channels.
- The same survey found that nearly half of the respondents said they’ve retained a direct mail piece for future reference, and 17% regularly do so.
- A study by VTT (a Finnish technical research group) found that consumers trust advertising in print media more than any other media.
3. Print Delivers Results (Think Lead Generation!)
- Print delivers a higher response rate compared to email. The CMO (Chief Marketing Officer) Council found that the average response rate for emails is 0.12%, whereas the average response rate for direct mail is 4.4%.
- According to Mail Media Centre, 11% of marketing emails are opened, the opening rate is 91% for prospecting direct mail.
- According to Printing Industries of America, print catalogs carry an average cost per lead of $47.61, whereas the average cost per email lead is $53.85.
- A survey by Print in The Mix found 79% of consumers act on a brand’s direct mail piece immediately
4. Print Helps to Connect the Online and Offline Worlds
- Printing Industries of America found that 67% of online searches are driven by offline messages, with 39% of shoppers making a purchase.
- Shoppers who receive a direct mail piece directing them to an online site spend an average 13% more than those who do not receive a printed piece.
- Websites supported by catalogs yield 163% more revenue than those not supported by catalogs.
5. Print has a Proven, Loyal Following
- According to a consumer survey, 33% of those surveyed say they’d have a negative view of a brand not offering printed communications.
- A survey by Two Sides, a non-profit organization dedicated to responsibility and sustainability in print and paper, found that 70% of Americans prefer to read printed paper over a digital screen, with 67% preferring the feel of print media.
- When it comes to transactional statements, Two Sides found that 64% consumers wouldn’t choose a company that didn’t offer a paper bill option.
- 75% B2B professionals read magazines on a weekly basis with 68% choosing to read niche publications specific to their industry.