I’ve been having a lot of fun with personalization in print vs. online lately, so why not keep it rolling? Here are my Top 5 Reasons to Choose Personalized Print Over Email.
Reason # 5. People like to go to the mailbox.
People like to check email, too, but there is a different thrill when you open your home mailbox and see a brightly colored postcard than when you open your inbox and see 543 new emails with subject lines in the same font, size, and color.
Reason # 4. People change email addresses a lot more frequently than home addresses.
Reason # 3. Print is more likely to get personalization right.
Online marketing cheap, and most companies don’t take time to really personalize the content at all. If your fingers slip and you accidentally search for “Springsteen Lyrics” instead of “Spring Lawn Care,” you’ll be inundated with offers for Bruce’s greatest hits for . . . well . . . until you change your email address.
Reason # 2. Print supports the forest products industry rather than the electricity-hogging, mountaintop-removing e-media industry.
Pretend you don’t notice that I’m saying this in an online media channel.
Reason # 1. You can’t pin a computer to the wall.
Personalized postcards and direct mail often end up pinned to someone’s wall or taped to the refrigerator. When you personalize in print, the message can stay in front of prospects for weeks. Months. I’ve even heard of people trying to redeem personalized coupons after a year.
So next time a client asks you why they should print their marketing message rather than sending an email, the answer is nine words long: “Because you can’t pin a computer to a wall.”