Something is shifting in how people respond to marketing and it has everything to do with what they can hold in their hands. Most communication happens on a screen now, which is exactly why something physical stops people. It slows them down, even if just for a moment. And that moment tends to last longer than expected.

At GISI, we have spent nearly 60 years working in print production, signage, and creative services in Portland and Nationally. What we are seeing now is a return to print as a way to cut through the noise of digital.

Digital Saturation Is Changing the Equation

There is a common assumption that print is fading. That has not been our experience. More teams are actively looking for ways to stand out in a crowded digital space. Everything lives in an inbox or a feed. Much of it starts to feel similar or overwhelming.

Print does not compete in that space. It shows up somewhere else. That shift is starting to show up in how companies invest. In 2025, more than 80 percent of marketing leaders reported increasing their use of direct mail, according to Lob’s State of Direct Mail report.

The Difference You Can Feel

Holding something is different than seeing it on a screen. You notice the weight, the texture, the finish. You spend a second longer with it before deciding what to do next. That extra second holds real value and we love helping our clients figure out how to maximize it.

We see it in direct mail pieces that get picked up and actually read. We see it in signage that helps people orient themselves in a busy environment. We see it in printed materials that stay on desks or get passed along.

Is it worth it, you ask? The data doesn’t lie. Direct mail response rates average around 4 percent, compared to well under 1 percent for most email campaigns, based on data from the Data and Marketing Association. Physical mail also sees significantly higher open rates, often reaching 80 to 90 percent, compared to 20 to 30 percent for email, according to Postalytics.

Print and Digital are Better Together

Is print the right choice for you? Well, it depends. Here is what we know: when print is paired with digital, results improve greatly. Many integrated campaigns see response rates increase by more than 60 percent, based on industry reporting from Postalytics and related marketing benchmarks.

The combination works because each channel does something the other cannot.

A direct mail piece leads someone to a website. Signage connects to a digital experience. A printed catalog sparks an online search. Each touchpoint serves a purpose. Together they reinforce the message and extend its reach. 81% of people say they’re more likely to re-engage with a brand after receiving a direct mail piece (Lob).

Print supports digital. Digital supports print. That is the part we keep coming back to. That’s the part of print we keep coming back to.

Let’s Build Something Together

The best outcomes rarely come from a single idea. They come from collaboration, iteration, and a shared commitment to getting it right. We work with you to find the balance between clarity, creativity, and craft that makes a piece actually land.

We would love to work through the details with you.