Pardon the pun, but a stamp really does go a long way.

Whether you’re in B2B or B2C, print could still be playing a measurable (and impactful) role in your marketing communications. It’s not always fashionable to say it, but print does work.

Cutting through social media ‘noise,’ building effective email newsletters, or running PPC campaigns is no mean feat in itself. All can involve significant cost, expertise and time, and increasingly low conversion rates.

What’s more, there are only so many email newsletters that one human can subscribe to, and only so much time in a day to scroll… to find the people or companies of interest on social media (and which platform??).

However, your business could be sat upon a database of ‘treasure’ which conventional digital channels might not allow you to access (or access efficiently).

Earlier this week, we were reviewing a simple campaign that a client had been running. This involved a simple mailer in the post, backed by ad hoc mail items, an email newsletter…. and a follow up call. All using opted in data.

From a small campaign of 120, we had 15 initial confirmed purchases, with some clients spending subsequently also. So a sales return, leading to cross and upsell opportunities, plus brand building at the same time. An excellent return on investment, that was very quick and easy to implement.

As consultants that get involved in a myriad of client projects, we’re not here to push one marketing channel versus another, just the one (or mixture) that works for a given client. Equally, we’ve worked with clients that only use online channels, and don’t even have to use PPC to get the sales traffic they need.

What we enjoy doing is asking the right questions…’what do you want to achieve,’ and ‘what results are you currently getting.’

With declining postal volumes, many of us are not used to getting well designed, timed and targeted print. When we do, we tend to sit and read it… or at the very worst… remember the name and file it/bin it. Sounds almost like a click to me, but in this case for £1.25 plus print and design costs.

Subliminally, we’ve also built trust and conveyed our brand in a way that our competitors might not have done. Fortunately (or unfortunately) we still believe what we see in print, and get a sense of brand value from what we touch.

That’s why fancy packaging, imagery, bags etc still work so well.

So, when you’re considering your next marketing campaign, think again about what you’re trying to achieve, and how the different channels can work together to achieve your aims. Activating, Reactivating, Welcoming clients… we’ve got lots of campaign options to go at.

Print may well be the key to unlocking that customer journey block, at a cost that may well surprise you.