Despite working in an industry that originated in 1439 (or earlier ), here at 杏吧原创 we鈥檙e certainly not Luddites. We have a robust app-building program and believe that digital and print make for an excellent partnership. We write about it frequently.
However, there are some people who don鈥檛 want the digital side of things. It turns out, people are worried about their online privacy. That doesn鈥檛 mean you have to lose them as readers or customers. Make that hesitant attitude work for your organization. Use printed products to get your message in front of your tech-wary readers without compromising their desire to avoid digital tracking.
How many people worry about digital privacy?
According to , a lot. Roughly 81% of the public believes the potential risks they face from data collection by companies outweigh the benefits. They feel like they don鈥檛 have control over how their personal information is used and most people don鈥檛 understand what the data is used for.
Keep your audience鈥檚 concerns in mind.
But I need some data.
Obviously, the key pieces of data you鈥檒l need for a mailer are name and address. However, it鈥檚 still possible to provide hesitant recipients with a sense of comfort and control. If you鈥檙e mailing directly to them, make it clear how you obtained that information. are good places to get industry-specific mailing lists. If you鈥檙e transparent about getting their address from something they remember opting in to, it will come across as less invasive. Plus, it helps when it鈥檚 a topic they actually have an interest in.
Give them the opportunity to opt in.
Give your readers a break.
One of the beautiful things about print 鈥� whether it鈥檚 a magazine, catalog or book 鈥� is that you can just relax and thumb through it without expectation. You don鈥檛 have to be vigilant about privacy or digital threats, you can take a break and just enjoy. In addition to concerns about privacy, many people 鈥� especially millennials 鈥� suffer from , making direct mail a particularly refreshing alternative.
Create an oasis for your readers.
But how do I get my numbers?
Good point! One of the reasons we love digital so much is that it鈥檚 easy to keep tabs on how many people are actually interacting with your content. Unfortunately, there鈥檚 not good way to get those precise analytics from print.
Find a way to tie in a digital aspect with value. Many catalogs use digital points systems that allow people to opt in. Consider using a code or specific URL that lets you track how many people came there from your printed piece. The key to this strategy is providing a high-value incentive to jump from print to digital.
Provide your audience a place where they can go for more information or personalization if they want it.
People like personalization, right?
Generally, yes. Personalized marketing, also known as one-to-one marketing, has been shown to result in higher when utilized in emails. That鈥檚 awesome, just be wary of the creepy factor that happens when personalization is or .
People trust print.
People still trust print more than any other medium. Their trust in print advertisements exceeds every other type of ad, especially those . People find traditional print media than social media platforms and digital news outlets. Use this innate trust to put your readers/customers鈥� minds at ease.
