Print and Direct Mail

In a digital-first world, print advertising remains a powerful way to capture attention and build credibility. From B2C and B2B newspapers and magazines, to direct mail, print allows brands to create tangible, lasting impressions that engage audiences in a meaningful way.

Studies show that 73% of consumers feel more valued when receiving printed communications over digital ones^[1], and direct mail boasts an average open rate of over 90%^[2]. Despite digital trends, direct mail remains effective in the UK, with response rates up to five times higher than email marketing, affirming its role in integrated marketing strategies.

What is Print / Direct Mail Advertising?

Print and Direct Mail advertising involve creating physical materials to convey marketing messages to consumers. This can include our team planning traditional print ads in newspapers, magazines and trade magazine titles, as well as direct mail pieces like postcards, catalogues, and personalised letters delivered to mailboxes.

These formats allow brands to engage audiences with high-quality, tangible media that stand out in the marketing mix. They offer a sense of trust, authenticity, and permanence that digital channels cannot always replicate.

Types of Print and Direct Mail Advertising

• Newspaper Ads: Ads placed in daily or weekly newspapers, reaching local or national audiences with timely content.
• Magazine Ads: High-quality ads in niche or general-interest magazines, in either a consumer or business (trade media) context, offering long-lasting exposure and audience trust.
• Brochures and Flyers: Informative materials distributed in public places or through the post, perfect for detailed product information or promotions.
• Postcards: Direct mail pieces designed for impactful quick reads, often used for announcements, discounts, or reminders.
• Catalogues: Comprehensive direct mail pieces that showcase a range of products, driving interest and sales.
• Personalised Letters: Tailored direct mail that speaks directly to individuals, enhancing engagement with customized messages

Benefits of Print / Direct Mail Advertising

• Tangible Engagement: Provides a physical product that consumers can hold, increasing recall and emotional engagement.
• Targeted Reach: Direct mail allows for precise targeting, reaching specific households with message customisation for higher relevance.
• “Work” Mindset: Trade magazines reach niche audiences working in a particular market or sector while they are in a professional context.
• Credibility and Trust: Print media is often perceived as more credible than digital formats, enhancing brand trust and authority.
• Less Competition: With fewer brands using print, there’s less clutter, allowing for distinctive brand visibility and standout.
• Longevity: Printed materials can be kept, shared or displayed, extending the life of the message.
• Complementary to Digital: Integrates well with digital campaigns, driving traffic to online platforms and encouraging multi-channel engagement.