Direct mail has truly stood the test of time and is often seen as the first mainstream form of mass media communication. Going into 2016, direct mail has continued to exceed growth expectations, so why is that?
The Science Behind Direct Mail
In many respects, direct mail is better understood than ever before. In fact, numerous studies have been conducted to determine exactly what kind of effect direct mail has on the brain. In a study conducted in 2014 (and since repeated in 2015) where participants were put under an FMRI machine, it was found that physical ad representations activated deeper emotional channels in the brain than their digital cousins. This study showed that despite the almost uniform adaptation of our digital world, physical material is still king. What’s more, the channels that were activated by physical ads also showed a relationship with short and long term memory networks.
Taking Advantage of the Physical Connection
It’s important to understand that direct mail isn’t like most of the other marketing channels out there. As mentioned above, direct mail has a much deeper impact in activating emotional and deeper memory networks in the brain. To back up this statement, studies have shown that on average, direct mail gets read for at least a minute or more while its digital counterparts only get read for mere seconds. This means that your copy and direct mail design needs to consider this advantage wisely. Mail is going to stand out, but it is important that your copy does as well. You need to consider what kind of message and call to action you are trying to promote, being very careful to include compelling copy that might not be seen in other marketing formats.
The Personal Touch
One of the other relevant aspects to what really makes direct mail stand out amongst the other marketing channels is the personal touch it portrays. Mail has always been considered a very personal affair for many. For this reason, it’s not surprising to hear the fact that over 70% of people find direct mail to be more personal than any other marketing channel. Getting more personal with your direct mail is one of the low hanging fruits that complement this fact. Personalizing direct mail with an individual’s name is a perfect example of an easy touch that can add to this experience. The more personal you are, the more likely you are to get a prospect to both connect with your messaging as well as increase the likelihood they will take the time to read it.
In summation, there is no doubt that direct mail continues to provide a unique marketing channel that stands out amongst all the digital clutter we live in today. For more articles and facts about direct mail, make sure to like us on Facebook of LinkedIn!