There is a reason pet stores put kittens and puppies into open cages in the center of the main aisle. Customers who reach out and pet them are more likely to buy one. The same concept also works in print.
People who interact with a printed piece are more likely to respond to its message. It’s why “create your own brochures” are so effective. It’s not only because the results are fully personalized to people’s needs, tastes, and wants. It’s also because, by creating the brochures themselves, people have a more vested interest in them.
Consider the example of personalized college brochures. Colleges and universities send out mailers to high school seniors in the target demographic, inviting them to a personalized URL where they can get more information on the school. Students select the course tracks, extra-curricular activities, and other information they are interested in. The school then prints and mails the personalized brochures, usually within the next 24–48 hours.
Not only are response rates higher than traditional campaigns, but the enrollment rates for the students who create personalized brochures are consistently higher, too.
There are lots of other ways to get people to interact with print. Recipients can lift a flap. Press a button. Scan a QR Code. Pull out a glued-on accordion-fold message panel. It doesn’t matter how they interact. What matters is that once they do, they are more likely to respond because they “own” part of the message. That generates results.
Talk to us about how you can create a more interactive component in your next 1:1 print marketing piece!