As the technology continues to develop, and also change the way we do our businesses, many have considered print media advertising as a dead form of marketing strategy and online marketing as the wave of the future. Print media advertising, however, is far from dead, in fact, the medium has continually thrived, and evolved alongside the upsurge of the modern technology. According to a recent study, people exposed to print advertising had a higher recognition of ad content than those receiving an online version of the same. Moreover, in a study of the top 100 advertisers, a higher correlation was found between a firm`s sale and the amount of print advertising versus the amount spent on broadcast advertising.

One of the most efficient print media marketing methods is shared mail advertising. Shared mail is a cost-effective, low risk and result-oriented print media program that allows brands to package their promotional content with other top advertisers into one package. The branded flyer or insert is often aimed at your target customers. By using demographics, purchasing potential, lifestyle, and behavioral patterns, advertisers can be assured of high-precision target marketing. Shared mail marketing uses data-driven to identify high-value clients and, their look-alikes at the various household levels. Thus allowing the advertiser to leverage the expansive database to only select potential households that are most likely to respond.

Whether the mail arrives in a weekly magazine or bundled in a stack of cards with a plastic wrap, shared mail leverages the economy of multiple pieces being delivered at the same location. Unlike other print media advertising marketing strategies, shared mail approach is a less expensive option as it allows different advertisers to mail to any household at a fraction of the regular postage costs. With shared mail an advertiser’s mail is packaged with the rest of the other advertisers, thus saving you costs. Additionally, being grouped with other advertisers means that most households always anticipate a packet every week. No matter the kind of business you run, shared mail is definitely an effective, and low-cost advertising strategy.

But perhaps, the power of shared mail lies in its tangibility. Among the other reasons that many clients prefer print media advertising tangibility; feel of the paper and having it in their hands means that the content is real, it exists. Psychology indicates that print media advertising has a unique capability of triggering certain neuro-sensors; of course through touch, the smell of ink or the added scent, roughness, general feeling, and sound (when a chip is inserted). Triggering of multiple senses makes the shared mail advertising technique more appealing and effective.

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Lead Performance Marketing
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