What Printers Lose When They Don’t Use Direct Mail: The Hidden Price of Inaction

If you’ve ever felt the pinch of a tight budget, you know the importance of making value-driven decisions.

A central question of economics is this: how do we assess the value – or the economic WORTH – of a product or service? For example, is it “worth” paying more for cookware that will last twice as long? Is it “worth” investing in a star NFL quarterback if it means more people will follow your team?

As a professional printer, maybe you’ve asked a different version of this question: Is it “worth” investing dollars into your own direct mail marketing?

It Costs Money NOT to Market Your Print Business

As digital marketing continues to expand, many printers have answered this question with inaction.

Maybe this describes you. Have you drifted toward ambivalence or stopped sending direct mail marketing altogether? Perhaps the price tag on direct mail (including both time and financial cost) has discouraged you from using this time-tested tool.

Here’s an important truth to consider: It costs money NOT to market your business. While direct mail takes effort, it is also an important building block to your future success. When you overlook this strategic marketing channel, here are three different costs you pay:

1. Losing Out on Print Buyers

Did you know that advertisers who use direct mail generate a response rate 37% higher than those who use email alone?

With an average ROI of 29% and response rates 10 to 30 times higher than digital channels, every time you avoid using direct mail, you’ve lost dollars and customers in the process. And customers gain value over time. Loyal customers are 50% more likely to make repeat purchases, their transactions can be up to 31% higher than that of a new customer, and their lifetime value (as your customer) is worth up to 10 times the amount of their initial purchase.

2. Losing Specific Demographics

Certain demographic groups respond better to direct mail than to digital marketing.

Individuals 65 and older show an impressive 37% response rate to direct mail and 92% of younger shoppers (particularly Gen Z) say they prefer using direct mail to make purchasing decisions. Nothing matches the tangible and trustworthy vibe of a beautifully printed product, and direct mail remains highly effective with specific age groups for offering that personal, inspiring connection.

3. Losing Influence as an Example

People can’t buy from you if they don’t know what you offer.

You want people to buy printing and use direct mail, right? If you don’t take time to do this yourself, how can you convince others to follow your lead? Sending direct mail not only engages new prospects but also inspires customers by displaying the variety and superiority of your products. Nothing is as persuasive as letting people feel the quality of your product in their hands.

As Albert Sweitzer said, “A good example has twice the value of good advice.”

Direct Mail Made Easy

Do you want to spark new sales with effective direct mail marketing?

Let’s make it happen! At Marketing Ideas for Printers, we specialize in creating exceptional direct mail packages for promoting your printing business. Today you can choose from five different monthly direct mail packages, including a business-focused newsletter, a product-of-the-month postcard, a customizable national mailer, a light-hearted humor piece, and a postcard focused on the advantages of local printing.

Curious? Compare direct mail packages at a glance or download samples here.

Get it JUST RIGHT with Custom Marketing Services

Not finding the package that’s best for your business?

We can also tailor direct mail packages to your needs. Now you can build company-specific marketing pieces with content tailor-made for your print business. Our experienced writers and top-notch design team are available to create custom mailable postcards, brochures, inserts, and more. These pieces are perfect for showcasing the ways direct mail has advanced – think creative QR codes, direct mail paired with online ads, personalized/variable data mailings, and more.

Tell your story your way with the focus, frequency, and format that’s best for your printing company!  Contact us today to discuss the best direct mail options for your business.