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This month's e-Tips is filled with important data that was provided by marketing industry experts in a seminar we presented titled "Print Delivers." Check out the mini video clips on YouTube.

Our inspiration for this month’s e-Tips also came from a direct mail piece that Google sent us. It was a variable data letter and coupon as well as a brochure marketing their AdWords program. The information then sends you to a website where you can trade in your coupon for free ad dollars. This example from Google fits perfectly with data we provide — print is a critical part of the marketing mix. It can drive people to your website or online marketing programs. Used in conjunction with other marketing tools, it can have a great impact on ROI. Read on.

Direct mail has directly influenced more consumers to purchase than any other channel.

  • 76% of consumers have been directly influenced to purchase through direct mail
  • 75% of 25 to 34-year-olds have made a purchase resulting from direct mail
  • 18 to 24-year-olds are also most likely to be influenced by direct mail (62%)

Readership of direct mail has increased among women of all age groups. As with men, the largest increase in retail direct mail readership is in the 35-49 age group. Three of four participants (76%) state they read direct mail from retailers.

  • Women ages 35-49 are the heaviest readers (86%), while men ages 50+ are the lightest readers (65%)
  • Compared to 2003, 18-to 49-year-old-men say they are reading their personalized direct mail more often today (Vertis Customer Focus, Retail 2008: Direct Marketing)

Marketers report an average improvement of 35% for multi-channel campaigns when print is used with e-mail and web landing pages.

Two-thirds of service provider respondents who offer multi-channel services reported improvements in overall revenue as a result of multi-channel communications.

Print is Sustainable

Unlike other natural resources that exist in limited amounts, paper is a renewable resource and can be replaced.

In fact, each year, 600 million trees are planted—that’s 1.7 million per day. The industry plants 3 new trees for every one harvested. (MMA)

In 2009 a record-high 63.4% of the paper used in the U.S. was recovered for recycling. (paperrecycles.org)

Downcycling is the most efficient form of recycling, and virgin fiber can be downcycled seven to eight times—starting out as a beautiful brochure and ending up as brown paper towels. (IP)

What’s New at HBP

e-reader Services – call us if you need help on converting your books, manuals, etc. to a format that can be read on an e-reader!

Storefront Solutions – We have a great solution called PortalPro. We can get you online in as little as 3-5 days and our software is totally customizable.

Wideformat Services – we have added a HP Latex Ink 60" printer – allowing us to expand our product line and offer more cost effective options for exterior graphics.