Why Smart Marketers Are Using More Print in their Marketing Mix
Direct Mail delivers results. It does. It’s fact (we’ll show you). Now we all might think today’s world is dominated by digital this, social that, but tried and tested direct mail continues to demonstrate its powerful – and probably surprising – value as a driver of business growth. That’s not just us waffling on, the numbers back it up. The State of Direct Mail Marketing report from Lob & CompereMedia (competitive market intelligence) shows more and more marketers are effectively using print to cut through the noise, drive results, and boost ROI.
That all sounds pretty nice doesn’t it!
As you’d expect from a print business, we’ve been banging this drum at KNP for a fair old while. But now the data’s banging it too. Which makes up happy! So if you’re looking to get more out of your marketing (and we all are aren’t we), here’s why print marketing rightly deserves a spot in your marketing mix – and, ahem, why KNP is the partner to help you make it work. Bet you didn’t think we’d say that did you?
📈 Print delivers results. Full stop.
- 84% of marketers say direct mail gives them the highest ROI of any channel they use – a stat that’s gone up three years in a row.
- 85% agree it delivers the best conversion rate.
- 84% say it scores the best response rate.
That sounds to us like pretty compelling evidence that direct mail works.
🧠 Print sticks. Literally.
In a world of deleted unread emails, skipped social ads, ad blockers and AI search killing paid ads, print holds attention. Why?
- It’s tangible – people pick it up, flick through it, pin it on a fridge and keep it for days.
- It’s personal – thanks to smart data, you can tailor it to the individual. Not just names but messages and offers.
- And it’s distinct – it’s delivered right into people’s homes and has a longer dwell time so you can create something that stands out and becomes memorable.
It’s exactly this physicality that cuts through the digital overload we all face. And sticks around.
🔄 Print + digital = even better results
And the best bit, it’s not about choosing one or the other. The smartest marketers are using both:
- 87% say their direct mail integrates effectively with their digital campaigns.
- QR codes, personalised URLs, and triggered sends based on customer behaviour are helping marketers seamlessly connect people’s offline and online worlds.
That’s where real impact happens – and guess what, at KNP we can help you plan and deliver campaigns that connect across channels.
💰 More marketers are backing print with budget
- 82% of marketers increased their direct mail spend in 2024 – up from 58% year on year.
Marketers aren’t just testing the waters – they’re diving in and having a proper swim. Which means if you’re not using print, you could be falling behind.
📊 Print’s powered by smart data
Direct mail these days isn’t about generic flyers and guesswork. It’s data-driven:
- 68% use it in conjunction with their data to personalise mail pieces.
- 64% use it to optimise performance based on what works (and what doesn’t).
- Common metrics include QR code scans, personalised URL clicks, and dedicated phone numbers – all easily tracked.
Which all means smarter campaigns and clearer results.
⚙️ Print’s automated, streamlined, and scalable
And thanks to shiny new tech, direct mail’s no longer a faff:
- 56% of marketers now use automation platforms to streamline their campaigns.
- Helping personalise content, schedule sends, and track results – all with minimal effort. Whether you need just a hundred or tens of thousands.
👋 So, what does this mean for you?
If you’re looking to stand out, build stronger more meaningful customer connections, or simply want to get more from your marketing – print should be part of your plans.
At KNP, we help businesses deliver impactful print campaigns that grab attention, drive action, and deliver results. And we make it easy, quick, and cost-effective.
If we don’t already, we could do the same for you.
If all that convincing stats and info stuff has whet your appetite for DM, and you want to explore how direct mail could work for you, then let’s have a proper chat.
___________________________________________
P.S. Keep your eyes peeled soon for a follow up on the latest consumer insights showing how people interact with print marketing.
