The Secret to Engaging Direct Mail
Four Key Elements to Consider
Amy Ross, Manager — Brand and Product Marketing
According to MarketingSherpa, 76% of consumers trust direct mail to guide them when they want to make a purchase decision. Direct mail also has a higher motivation score than digital media does. (“Motivation” is defined as “a measure of approach-avoidance behavior, or the feeling of ‘wanting’ that drives urges and decision-making.”)
So what makes mail interesting? In a recent presentation, MemJet identified four key elements that pump up the interest factor in direct mail:
- Personalization: Knowing your audience pays off … not just their name, but their preferences and interests. That way, you can personalize AND customize to engage your recipients. An InfoTrends white paper reported that 82% of consumers are more likely to open mail that has been customized for them.
- Graphics: High-quality graphics are a must if you’re going to catch the eye of your target audience. If your piece doesn’t look professional, neither do you.
- Shapes and textures: Unusual shapes that make your piece stick out in the stack and interesting textures that appeal to the sense of touch can make a big difference in engagement level. Make sure to keep an eye on cost so there’s still a return on your investment.
- Online content: Bridging the gap between print and digital content keeps you relevant, but make sure the content is relevant to your audience and easily accessible. The key here is knowing your audience and making smart use of print-to-mobile tools.
The tangible aspect of direct mail leaves “a deeper footprint in the brain.” —“Using Neuroscience to Understand the Role of Direct Mail,” Millward Brown and Bangor University