The Power and Profit of Integration
The integration of print and marketing services offers print service providers considerable opportunities for growth. The Data & Marketing Association (DMA) recently released a Cost-per-Acquisition analysis that bears witness to the power of print in an integrated marketing campaign.
The DMA multiplied click-through rates by conversion rates to determine response rate benchmarks for digital media types, ranging from a low of 0.2% for display, to a high of 0.6% for email and paid search. (Social media had a response rate of 0.4%.).
If you’ve noticed an uptick in volume in your own mailbox, the data sheds light on that as well. The median response rate for direct mail sent to house lists is 5.1% this year, down slightly from 5.3% last year, but up from 3.7% the year prior. Likewise, the median response rate for direct mail sent to prospect lists is steady from last year (both years at 2.9%) and up from 2015 (1%).
Clearly, print marketing service providers are becoming more skilled in supporting their clients in effective targeting strategies and achieving higher mail volumes of variably printed materials. Improved access and use of hardware and software are making these opportunities possible. At Printing Industry Midwest (PIM), we’re helping our members share the value of integration, and the improved print conversion response rates compared to digital-only campaigns, with their customers.
