In a nice post, Miss Lollipop records her experience setting up and printing on a letterpress in “Now I Know Why Letterpressing Is So Expensive.”
We have a letterpress on display in our mini Printing Museum located in our front lobby. Hasn’t been used in years. Just lacking a set of rollers, though. It was in use by the previous owner up until two years before I purchased the press on eBay!
More and more businesses are using the Internet to reach their existing customer base. It’s less expensive to send offers by eMail, or publish them on a website, than it is design, print and mail a flyer, brochure or other marketing piece.
But, is that the best way to reach your customers?
A recent study says no.
Last month, International Communications Research (ICR) reported the results of a study commissioned by Pitney Bowes. They found that 73% of customers prefer to receive new product announcements and offers by mail rather than by eMail. The same holds true for prospects: 70% of consumers prefer to be contacted by mail than by eMail by a company they’ve not previously done business with.
People are also less likely to toss mail than they are to delete eMail. They find mail less intrusive than phone or eMail communications.
Despite the trend toward a paperless society, there is still something to be said about holding a printed piece in your hand versus staring at pixels on a monitor. The majority of people still feel that way too.
So, if your marketing efforts are including less printing and mailing, perhaps you should reconsider, especially if you’re not getting the sales you would like.
“Research Shows that Mail is Still the Best Way to Reach Consumers”
ICRSurvey.com, June 11, 2007
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