If you’re thinking that in today’s digital age, direct mail marketing is dead, think again: Research shows that printed media resonates with consumers:
- 70% of Americans consider physical mail “more personal” than email (Experian Data Quality Group)
- 60% of ad mail recipients will visit the website if it is listed on the ad (Experian Data Quality Group)
- Consumers who receive ad mail spend 28% more than those who don’t (USPS)
To gain a greater understanding of how the brain reacts to physical vs. digital mail, the United States Postal Service partnered with the Center for Neural Decision Making at Temple University’s Fox School of Business to gauge responses to physical and digital advertising pieces. Researchers found that:
- Physical ads triggered activity in a part of the brain that corresponds with value and desirability.
- Participants had a stronger emotional response to physical ads and remembered them better.
A physical and tangible media, direct mail is a powerful channel for promoting your brand. Based on neuro-marketing research in direct mail, the Data and Marketing Association shares these best practices to help guide you in making the most of your next campaign:
Be bold. Humans have an attention span of 8 seconds. Marketing that cuts through the clutter with attention-getting graphics and copy are paramount to success.
Visuals rule. In fact, the brain processes visuals 60,0000 times faster than the time it takes the brain to decode text. Selling your story with pictures and graphics is a must.
Keep it simple. Due to cognitive fluency, the brain craves ease and order. Direct mail that creates a simple decision path with limited copy and explanation always tests better.
As you consider folding direct mail into your integrated marketing mix, remember that research also shows that touch can make a stronger impact that sight or sound alone: Touch has the power to shift the brain into a deeper level of engagement, one more conducive to building lasting knowledge.
This short video from Shamrock designer Deb Smith shows how you can put the power of touch to work in your next direct mail campaign: She features a new clear postcard stock that makes a lasting brand impression and delivers your message in a unique and memorable way by using this clear heavyweight paper with its standout look and tactile feel.
If you’re interested in learning more, connect with me directly at firstname.lastname@example.org