Think Direct Mail Doesn’t Work in Our Digital World?
Think Again!
While everything continues to move into the digital world, we hear time and again about living in a paperless world. Fortunately, (for us) that is not the case at all when it comes to marketing communications.
A Canadian company recently completed a fascinating study comparing the effects of direct mail marketing directly with email and display ads. This study evaluated:
- Ease of understanding
- Persuasiveness
- How long subjects looked at content (this was done through both eye-tracking and questionnaires)
Research by neuroscientists suggests hard-copy marketing connects with our brains more easily. This study found that direct mail requires 21% less brain power to process than digital media, making it both easier to understand and more memorable. When asked to name a brand they’d just seen during a post-exposure memory test, recall was 70% higher among those who’d been exposed to a piece of direct mail than a digital ad.
Digital ads provide a lot of algorithmic data to help us measure our efforts, but between eye strain, social media interruptions and competing ads, it’s as if digital advertising comes with built-in distractions.
When you’re holding a piece of mail in your hands, you must consider each offer you come across. You can choose to toss it in the trash, make a purchase or something in between, but the bottom line is, mail forces you to look at the offer and decide what to do with it.
Now is not the time to discount the power of direct mail, in fact, it may be time to increase your use of mail and integrate it into your digital campaigns – giving you the best of both worlds.
Here at Yeck Brothers Company we love direct mail and we’re really good at it. Plus, you get the added benefit of access to our partner SabatinoWest for a fully integrated campaign. Give us a try.
