As part of our third post for “Direct Mail Appreciation Month”, we would like to discuss the nostalgic power direct mail has on consumers across various demographics. Unlike social media, paid search, and e-mail marketing, direct mail is tangible. Delivered right to a recipient’s mailbox, direct mail evokes the sense of touch—making it feel more personal and more trustworthy. If you’re looking to grab your customers’ attention, direct mail is a powerful tool you should consider. The following are some insights on direct mail benefits you need to know.
Direct Mail Benefits You Need to Know About
How Direct Mail Affects Consumers
Direct mail has a powerful effect on customers. Receiving physical mail is a positive experience for most people—especially after COVID-19. As online shopping has become more commonplace in the wake of the pandemic, more consumer goods than ever are delivered to a person’s home. Receiving packages on a regular basis has made “checking the mail” a lot more fun. Since consumers have a positive psychological association with mail, direct mail has become more well-received than it has in the past.
Receiving mail of any kind is a nostalgic experience, too. In a world where most communication is digital, receiving a mail piece reminds us of the past. Rapid technological advancement has profoundly changed the lives of billions of people so tapping into nostalgic feelings of life before the Digital Age can have a positive and comforting effect on your customers.
Lastly, it is important to note that direct mail evokes the senses in ways that digital communication cannot. Direct mail is real. You can touch it. You can smell it. A digital ad is just mere bits of copy and graphics that you see. Evoking all the senses has a powerful effect on people and can make a lasting impression on customers that leads to more meaningful relationships with your brand.
Direct Mail Commands Attention from Customers
Ad blockers and spam filters have become more sophisticated in recent years. Consumers have also developed cognitive tools for filtering out ads and corporate messaging from their consciousness. This all means that digital ads and e-mail marketing campaigns could be easily overlooked by your target audience. Then, of course, there is the problem of oversaturation. Brands have taken to prolific digital advertising and marketing because it is cheap and easy. All this clutter, however, has created unintended negative effects on generating sales and brand recognition. Fortunately, direct mail is a great tool for grabbing consumers’ attention in a more thoughtful and personal way. A well-designed direct mail campaign makes a lasting impression on customers—especially when campaigns are personalized and offer purchasing incentives.
The printing pros at Pel Hughes can help you leverage direct mail benefits to your advantage. We offer custom graphic design, campaign automation, personalization, and so much more to businesses in various industries, educational institutions, and non-profit organizations. Give our friendly experts a call at (504) 486-8646 to learn more or request a quote.