--- title: Why Print? description: Over the last several decades, we’ve watched marketing channels come in and out of vogue. Most recently, online advertising has been king with $129 billion spent in the U.S. on digital ads in 2019, but the Internet isn’t the only way to get the word out.   image: https://blog.varispark.com/hubfs/blog-IMG-15.jpg --- [![Varispark WhiteYellow](https://blog.varispark.com/hubfs/Varispark%20WhiteYellow.svg "Varispark WhiteYellow")](https://blog.varispark.com/) [![Varispark Full](https://blog.varispark.com/hubfs/Varispark%20Full.svg "Varispark Full")](https://blog.varispark.com/) - [Home](https://varispark.com) - [Products](https://varispark.com/direct-mail-print-mailing-services) - [How It Works](https://varispark.com/how-it-works) - [About Us](https://varispark.com/about) - [Pricing](https://varispark.com/programs-pricing) - [Industries](https://varispark.com/industries) - [Insurance](https://varispark.com/insurance-direct-mail-services) - [Marketing Agencies](https://varispark.com/marketing-agencies-direct-mail-services) - [Real Estate](https://varispark.com/real-estate-direct-mail-services) - [Finance and Banking](https://varispark.com/financial-services-direct-mail-solutions) - [Automotive](https://varispark.com/automotive-services-and-dealership-direct-mail-services) - [Travel and Hospitality](https://varispark.com/travel-and-hospitality-direct-mail-services) - [Retail and E-Commerce](https://varispark.com/retail-and-e-commerce-direct-mail-services) - [Home Services](https://varispark.com/home-services-direct-mail-services) - [Healthcare](https://varispark.com/healthcare-direct-mail-services) - [Nonprofits and Associations](https://varispark.com/nonprofit-direct-mail-services) - [Continued Education](https://varispark.com/industries/-continuing-education-direct-mail-services) - [Franchise Services](https://varispark.com/franchise-direct-mail-services) - [Resources](https://varispark.com/resources) - [FAQs](https://varispark.com/faqs) - [Blog](https://blog.varispark.com) - [Careers](https://varispark.com/careers) - [Track Mail](https://platinum.trackntrace.com/Account/Login?ReturnUrl=%2f) - [File Transfer](https://ftp.varispark.com/ThinClient/WTM/public/index.html#/login) [Get Started](https://varispark.com/contact-us-get-a-quote) [Make a Payment](https://varispark.com/make-a-payment) [Get Started](https://varispark.com/contact-us-get-a-quote) [Make a Payment](https://varispark.com/make-a-payment) - [Home](https://varispark.com) - [Products](https://varispark.com/direct-mail-print-mailing-services) - [How It Works](https://varispark.com/how-it-works) - [About Us](https://varispark.com/about) - [Pricing](https://varispark.com/programs-pricing) - [Industries](https://varispark.com/industries) - [Insurance](https://varispark.com/insurance-direct-mail-services) - [Marketing Agencies](https://varispark.com/marketing-agencies-direct-mail-services) - [Real Estate](https://varispark.com/real-estate-direct-mail-services) - [Finance and Banking](https://varispark.com/financial-services-direct-mail-solutions) - [Automotive](https://varispark.com/automotive-services-and-dealership-direct-mail-services) - [Travel and Hospitality](https://varispark.com/travel-and-hospitality-direct-mail-services) - [Retail and E-Commerce](https://varispark.com/retail-and-e-commerce-direct-mail-services) - [Home Services](https://varispark.com/home-services-direct-mail-services) - [Healthcare](https://varispark.com/healthcare-direct-mail-services) - [Nonprofits and Associations](https://varispark.com/nonprofit-direct-mail-services) - [Continued Education](https://varispark.com/industries/-continuing-education-direct-mail-services) - [Franchise Services](https://varispark.com/franchise-direct-mail-services) - [Resources](https://varispark.com/resources) - [FAQs](https://varispark.com/faqs) - [Blog](https://blog.varispark.com) - [Careers](https://varispark.com/careers) - [Track Mail](https://platinum.trackntrace.com/Account/Login?ReturnUrl=%2f) - [File Transfer](https://ftp.varispark.com/ThinClient/WTM/public/index.html#/login) [Get Started](https://varispark.com/contact-us-get-a-quote)[Make a Payment](https://varispark.com/make-a-payment) [Direct Mail](https://blog.varispark.com/tag/direct-mail)[Omni-channel Marketing](https://blog.varispark.com/tag/omni-channel-marketing) # Why Print? by [Bob Baldridge](https://blog.varispark.com/author/varisparkbob) 4 min read Aug 31, 2020, 5:52:00 AM Over the last several decades, we’ve watched marketing channels come in and out of vogue. Most recently, online advertising has been king with [$129 billion spent](https://www.emarketer.com/content/us-digital-ad-spending-2019) in the U.S. on digital ads in 2019, but the Internet isn’t the only way to get the word out.   ## Remember print? Though it's sometimes overlooked in the digital age, print marketing is a highly effective way to reach your audience and get an impressive return on investment (ROI). Not only is [direct mail alive and kicking](https://varispark.com/direct-mail-is-alive-and-kicking/) — in fact, [41% of Americans](https://news.gallup.com/poll/182261/four-americans-look-forward-checking-mail.aspx) actively look forward to getting their mail every day, and [the majority of people](https://emea.epsilon.com/blog/6-direct-mail-stats) add that they like getting mail from brands about new products — but print collateral like brochures, business cards, and sales sheets play a crucial role in getting the word out, too. Studies have shown it takes [5-7 impressions](https://www.smallbizgenius.net/by-the-numbers/branding-statistics/#gref) for someone to remember a brand, but you can decrease that number by giving them a high-quality, physical reminder. So while many companies have gone digital with some portion of their marketing budgets, email advertising and pay-per-click campaigns can benefit from the complementary power of print to get the most from your marketing dollars. Here are four reasons why your omnichannel marketing plan should definitely include print. **People Trust Print More Than Other Mediums** 56% of all consumers [trust print marketing more](https://www.allbusiness.com/print-marketing-is-not-dead-20463-1.html) than any other advertising method. There are likely various reasons for this, one of them being the prevalence of pop-up ads online. They’re annoying, and beyond that, they often pop up with offers of low-value or irrelevant online content, which instantly diminishes trust. Consumers are rightly worried about their online information being tracked by ill-intentioned companies, and many have come to associate pop-up and poor-quality ads with data privacy issues.  Print, from postcards to paper menus, is seen as less intrusive and more helpful, which can position your company as more credible. You’re presented in a way that allows the user to read at their convenience, not pop up and interrupt them.  **Print Communications Are Easier to Recall** The Internet is a very noisy place. It’s estimated that most Americans are exposed to around [4,000 to 10,000 brands](https://www.forbes.com/sites/forbesagencycouncil/2017/08/25/finding-brand-success-in-the-digital-world/#4f04f35626e2) each day, with the majority of those encounters being online. Taking the conversation offline with print means there are fewer distractions to contend with. Plus, your audience is literally interacting with your content in a physical way.  The tactile nature of print leads to a greater attention capacity, meaning that the information that the reader is exposed to will be easier to recall in the future. This is because reading print more effectively stimulates brain activity — studies have shown that reading print material uses [21% less cognitive effort](https://www.mni.com/blog/magazines/effectiveness-of-print-advertising/article_bcb739c8-039b-11e9-9d0d-a34cacbf5be1.html#:~:text=In%20fact%2C%20reading%20print%20is,print%20media%20drives%20consumer%20behavior.) than reading new media does. And according to [another study](https://www.canadapost.ca/assets/pdf/blogs/CPC_Neuroscience_EN_150717.pdf), consumers were [70% more likely](https://www.forbes.com/sites/rogerdooley/2015/09/16/paper-vs-digital/#6c870a4233c3) to recall your brand after seeing it in print, as opposed to a digital ad. **Print Sticks Around Longer** Digital ads are great because you can often see immediate results, whereas print campaigns or printed marketing materials might take longer to show a return. But the flip side is also true: print has a much longer shelf life. Every year, the average American household receives [454 pieces of marketing mail](https://www.prc.gov/docs/105/105134/USPS_HDS_FY17_Final%20Annual%20Report.pdf), and that mail is kept in a household for [17 days](https://www.sba.gov/blog/direct-mail-hot-again-heres-how-use-it) on average, whereas an email might be immediately deleted after reading it once — if it’s even opened at all.  And while an email might only get to one person, direct mail, flyers, and door hangers can be sent to whole households — getting more eyes on your message for a much longer time.   **Simply Put, Print Gets Results** Print helps to build trust and has the benefits of being easier to recall and sticking around longer, but at the end of the day, it’s all about results — and print gets results.  The ROI on direct mail is easy to quantify. Open rates for direct mail campaigns can be as [high as 90%](https://smallbiztrends.com/2017/01/direct-mail-marketing-statistics.html) whereas emails only get opened an average of 20% to 30% on the high end. And the response rate for direct mail campaigns is [higher than mobile, social, email, and display ads](https://www.ballantine.com/ultimate-guide-2016-marketing-statistics/), meaning people are converting. Direct mail campaigns have been shown to generate purchases [five times larger](https://www.mediapost.com/publications/article/329738/marketing-twofer-email-and-direct-mail-work-best.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=112234&hashid=7afvDCKTqy3G2Q05pHpphHLUD9k) than email campaigns, and [62% of consumers](https://whattheythink.com/articles/78537-direct-mail-integral-marketing-mix-2016/) who responded to direct mail in the past three months made a purchase.  The ROI on print collateral has historically been harder to measure, but this is where an omnichannel approach can make all the difference. Combine the power of your print and digital channels by using landing pages, QR codes, or even personalized URLs (pURLs) to track engagement on each piece you print. Armed with data on what actually works for you, you’ll be able to continually optimize your print marketing over time.  **Why Print? Why Not?**  There’s a reason online advertising is so popular. It’s a way to reach audiences quickly, and experimenting with constantly evolving targeting technologies is enticing to marketers. But there’s no doubt about it: print is here to stay. In fact, in recent years, it’s seeing a resurgence as brands try and stand out from the noise and get more creative with their designs.  By strategically using print marketing in your media mix, you can cut through the clutter with comprehensive campaigns that reach and resonate with the right consumers — raising brand awareness and delivering for your bottom line.  Here at Varispark, we’re print marketing experts. [Send us a message](https://edits-varispark.pantheonsite.io/contact/) so we can talk about your needs and offer up our recommendations. Share this [Share on X](https://x.com/intent/post?url=https://blog.varispark.com/why-print&text=Why+Print%3F) [Share on Facebook](https://www.facebook.com/sharer/sharer.php?u=https://blog.varispark.com/why-print&t=Why+Print%3F) [Share on LinkedIn](https://www.linkedin.com/shareArticle?mini=true&url=https://blog.varispark.com/why-print&t=Why+Print%3F) Previous story [← Which Industries Could Benefit Most From On-Demand Marketing?](https://blog.varispark.com/which-industries-could-benefit-most-from-on-demand-marketing) Next story [How to Supercharge Your Direct Mail Personalization Using Variable Data →](https://blog.varispark.com/how-to-supercharge-your-direct-mail-personalization-using-variable-data) ## You May Also Like These Related Stories [5 Ways to Build Brand Awareness for Your Service Business Using Direct Mail Marketing](https://blog.varispark.com/5-ways-to-build-brand-awareness) ![](https://blog.varispark.com/hubfs/blog-IMG-5.jpg) [Variable Data Printing](https://blog.varispark.com/tag/variable-data-printing) ### 5 Ways to Build Brand Awareness for Your Service Business Using Direct Mail Marketing Jul 29, 2021, 4:59:00 PM 4 min read [How to Supercharge Your Direct Mail Personalization Using Variable Data](https://blog.varispark.com/how-to-supercharge-your-direct-mail-personalization-using-variable-data) ![Variable Data](https://blog.varispark.com/hubfs/blog-IMG-14.jpg) [Variable Data Printing](https://blog.varispark.com/tag/variable-data-printing) ### How to Supercharge Your Direct Mail Personalization Using Variable Data Sep 15, 2020, 5:52:00 AM 4 min read [Why Franchise Owners Should Invest in Print Marketing](https://blog.varispark.com/why-franchise-owners-should-invest-in-print-marketing) ![A worker packing print materials](https://blog.varispark.com/hubfs/05_1920x1080_Varispark-Blog_Franchise-Owners-print-marketing_2.png) [Account-based Marketing](https://blog.varispark.com/tag/account-based-marketing) ### Why Franchise Owners Should Invest in Print Marketing May 30, 2024, 11:44:30 AM 3 min read ### Get Email Notifications #### ![Varispark Full](https://blog.varispark.com/hubfs/Varispark%20Full.svg) Direct Mail. 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