And we can see why, when direct mail involves all the senses, especially touch.
InkonDaPaper, one of our favourites, reported that an in-depth neuroscientific study by Temple University found direct mail ads to be more effective to those viewed online in nearly all categories tested. Sponsored by the Postal Service Inspector General’s office (OIG), findings were that Digital ads were quicker to seize attention of consumers, but physical ads held the viewer’s attention longer, gained a stronger emotional reaction and were more directly responsible in forming purchase decisions.
Temple showed a mix of 40 email ads and postcards to laboratory study subjects, using three monitoring methods to gauge the effects the ads had on them. Eye tracking measured visual attention; fingertip sensors monitored heart rate, respiration, and sweating to reveal emotional engagement; and MRIs performed scans to uncover deep brain activity.
Below are the attributes measured:
So what are you waiting for? Below are some fantastic examples of Direct mail that we have sourced from Pinterest users to inspire you in your next direct mail campaign:
If you are a small business, creative agency or Association and need help planning your next newsletter, please consider printing it. Coleface can definately help with the print part but we would also love to read it!
If you liked this post, please share it and click on the FOLLOW buttons to get more! If you love printing, get the latest email updates by subscribing here. @cole_coleface1 is Coleface Print Management and Production, Sydney print management experts providing advice and support for our clients on all aspects of printing and production such as digital, large format and offset printing, point of sale, packaging and mail management. Written by @Olsonwells.