The United States Post Office processes eleven billion catalogs every year.
Believe it or not, a lot of people like printed catalogs…for that matter anything in print. It’s true! Our clients publish and send a wide variety of catalogs and literature from our fulfillment facilities. And that because they continue to get proven and trackable results.
A recent survey of readers asked how they would feel if periodicals were only available online. There was an outcry: 95% were emphatic about keeping their preferred printed publications in their hands.
So, is this junk mail or not?
Paul Miller, vice president of the ACMA, weighed in on this important topic…
We in the trade don’t get terribly touchy, but we don’t call it junk mail. Although physical mail might seem like a dinosaur, it has one big advantage over email for marketers. You have to look at your mail every day. Nobody just takes all their mail and throws it in the garbage. They thumb through it.
If you can get several orders from a hundred catalogs mailed, you’re doing quite well. Sounds crazy, right? But that’s a solid response.
Marketers have become more sophisticated in catalog marketing. The combination of qualified online catalog requests, direct QR-code data tracking, list scrubbing and much more has created a very specialized approach to catalog marketing.
Add to this the internet! It is much easier and faster to thumb through a catalog than through a website. A shopper can obtain an overall perspective of a company’s merchandize offerings. The same shopper can easily follow up with a more informed search approach on the company’s website. Add to this modern marketing approach the use of smartphones and tablets with QR-code readers that takes the shopper directly to the product page for an immediate purchase. Think about it, most people DO NOT thumb through web pages on a single site, but they will thumb through a catalog.
This year the United States Postal Service (USPS) is offering marketers some interesting incentives to further promote direct mail product offerings. See article PRC approves USPS 2016 Promotions.