It’s so easy to delete an email. If you don’t know the sender and the subject doesn’t grab your attention, you send an email to the trash faster than we can say “Spam”. Unopened and unread.In this digital age, your inbox sees more action than your letterbox. However, the flood of email communication actually makes people more receptive to printed material that lands in their letterboxes. Research shows that people retain messaging and engage more intimately with paper-based communications. We can’t argue with that!
Do you know
We have over 100 TV Channels
& Over 500 Radio Stations
& Over 10,000 Newspapers & Magazines
& Over a Billion web sites
But only One Letterbox
So, don’t let the marketers fool you that direct mail is dead. This is not about direct mail, this is about the sense of touch, the physical side of marketing and advertising and the fact we humans like to touch, to hold & to feel it.
Study conducted last October by Millward Brown called Using Neuroscience to Understand the Role of Direct Mail, which revealed “physical media left a ‘deeper footprint’ in the brain, even after for controlling for the increase in sensory processing for tangible items.” Now before you come at me with “but Steve, this study only deals with direct mail” retort, consider some of the other findings:
- Physical material involves more emotional processing, which is important for memory and brand associations
- Physical materials produced more brain response connected with internal feelings, suggesting greater “internalization” of the ads
It’s so easy to delete an email, than a flyer in a letterbox!
Further proof that Direct Mail works is the fact that now Google has integrated Direct mail with their technology
Back in March of this a story titled Direct Mail: Alive And Kicking. (by Steve Olenski ,) It would appear that direct mail is not only alive and kicking, it’s going “high tech.”