48 email: news@printmonthly.co.uk January / February 2024 - Issue 346 ▲ Digital fatigue has often been cited as a way for printers to promote the attraction of print confidence thanks to new innovations, it's more important than ever to trust the value of print. The unification of many brands and the out of box ideas that many businesses are undertaking means that direct mail and door drops can be easy and in some cases new avenues for businesses to market themselves. As seen in the aforementioned research and studies, digital is still a major competitor to print but should also be embraced for both its strengths and its flaws. Swanston comments: “Mail and digital are both powerful channels that have distinct advantages and achieve success in different ways. Digital’s strength lies in immediate messaging that can be engaged with in the moment, at any time, in any place. Mail, on the other hand, offers a deeper, longer-term engagement.” JICMAIL Attention Research shows that over 90% of mail is engaged with in some way or form as opposed to the open rate of emails at just 32%. “Mail isn’t just engaging consumers by being looked at; it grabs their focused attention at significant levels – vital in this increasingly media-noisy world,” adds Swanston. “JICMAIL attention figures show mail can achieve up to 150 seconds of attention in 28 days. “Marketreach’s latest research shows that mail achieves consumers’ full concentration; they are unlikely to be doing anything else while engaging with a mailing, remarkable in today’s multi-screen world. People keep mail, unlike emails which are often deleted immediately. Mail stays in the home for days, weeks, and even years, serving as a reminder to consider the brand and take action.” While it's undeniable that the industry continues to face many challenges, direct mail shares many of the hurdles faced with print. Digital marketing and sustainability are both areas that can be embraced to embolden print and also become a part of product offering. Swanston concludes: “Research shows that consumers want both mail and email, and, importantly, most (83%) want to have the choice of how they receive their communications rather than being automatically switched to digital. “It’s not one against the other, it’s about knowing which channel is best suited to the message an organisation wants to send and the outcome they want to achieve. When you want people to see your message, consider it, spend time with it, and ultimately act on it, mail remains the best choice.” DIRECT MAIL The many disrupters and curveballs thrown at various industries over the last decade has meant printers and mail providers need to navigate choppy waters more than ever
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