In an era overwhelmed by digital content, the role of print is shifting from routine to strategic. Rather than being eclipsed by digital media, print is evolving into a high-impact tool—one that, when used with purpose and precision, can elevate campaigns, deepen engagement, and produce tangible results.
This article explores how print fits into the modern communication mix, why it still matters, and how marketers and print service providers (PSPs) can leverage its strengths.
- Superior Recall and Engagement
Print offers a sensory experience that digital cannot replicate. Research shows:
- 82% of people recall printed content compared to just 49% for digital.
- Print has an open rate of 77%, while digital content (emails, online ads) hovers around 49%.
These findings suggest that print commands more attention and is more likely to leave a lasting impression.
- Effectiveness at a Glance
- Print Resonates with Younger Generations
Contrary to assumptions, Millennials and Gen Z are highly receptive to print:
- 90% of Millennials trust print ads.
- 84% regularly check direct mail.
- 75% feel valued when receiving personalized print materials.
- 63% of Gen Z report increased interest in printed materials in the past year.
Even in a mobile-first world, physical touchpoints stand out and enhance credibility.
- Print + Digital = Powerful Synergy
Integrating print into multichannel campaigns dramatically improves outcomes:
- Increases campaign effectiveness by up to 400%.
- Drives a 28% boost in conversion rates.
- Enhances response rates by 45–118% when combined with digital.
Print is not a competitor to digital—it’s a powerful ally.
- Emerging Print Technologies
Technological advancements are making print more dynamic:
- Variable Data Printing (VDP): Enables hyper-personalization, driving up to 30x higher response rates.
- Augmented Reality (AR): AR-infused print has helped publishers increase ad revenue by 156%.
- QR Codes and Smart Linking:
- 45% of direct mail includes QR codes or URLs.
- 37% of consumers engage with these features.
These innovations bridge the gap between physical and digital experiences.
- Sustainable and Responsible
Sustainability is becoming central to communication strategies:
- Eco-friendly materials like recycled paper and bio-based inks are more accessible.
- 91% of consumers consider print a more sustainable alternative to digital clutter.
Responsible printing strengthens a brand’s credibility and environmental commitment.
- A Strategic Role for Print Service Providers
Today’s PSPs must move beyond product delivery to become strategic partners. That means:
- Asking essential questions: Why are we printing this? Who is it for? What’s the message?
- Auditing past communication efforts to identify what worked—and what didn’t.
- Collaborating with clients to design campaigns that integrate print meaningfully and measurably.
PSPs who adopt this mindset will not only retain clients—they’ll become indispensable to them.
The Reinvention of Print
Print is not fading away—it’s being reborn. As a high-impact, trust-building, response-driving tool, print has a critical role in today’s omnichannel marketing strategies.
By leveraging data, personalization, and emerging technologies—and combining them with human-centered design and storytelling—print transforms from a static medium into a dynamic force.
When used strategically, print doesn’t just survive—it thrives.
