You may think it’s a wonder direct mail ads are still such a valuable resource for marketers. After all, if there’s any industry that’s gone completely bananas over all things digital, it’s advertising.
Social media and other forms of online advertising have taken over marketing campaigns in every sector, from small business to global brands who’ve cornered the market for their product.
The truth of the matter is, however, that despite everyone’s obsession with digital marketing, there’s a much deeper connection to be made with target audiences when you send a physical piece of mail. Not only that, but it’s now easier than ever before to work with the USPS on handling your campaign.
The Case for Direct Mail Ads is Rooted in Science
A few years back, a study conducted by Millward Brown suggested that deeper emotional processing takes place when the stimulus is physical than when it’s digital. The scientists performing the study actually used direct mail ads for the physical stimulus, so we can deduct direct meaning from their results.
Participants were given direct mail to handle and examine, and then were shown the same ad in digital form on a screen. Brain scans were taken while they interacted with both types of advertisements, in addition to a control group of images.
The scans showed more brain activity in the part of the brain that’s associated with spatial memory and visual information. That suggests that physical ads are more “real” in the brain than digital ads.
Direct Mail Ads are More Memorable
The Millward Brown study tells us that our brains get more deeply involved in processing physical advertisements than they do with the digital equivalent.
Why is that important? Because the deeper your brain gets into something, the more likely it is to remember it. And if there’s a point to advertising, it’s for your target audience to remember your brand or your message!
People Relate Direct Mail to Their Own Thoughts
The study also uncovered evidence that certain networks in the brain remain more active while people are viewing direct mail (compared to when they’re viewing digital ads). These are the very same neural networks that are involved in producing an internal emotional response to outer stimuli.
And why is that important? Because it’s suggesting that when people view our direct mail ads, they’re relating what they see on the postcard to their own thoughts, feelings, and experience. Bingo – the advertiser’s dream, once again.
The USPS Has Made Giant Strides with Direct Mail
If there are three words that ring like music to marketers’ ears, they are: Intelligent Mail Barcode (IMB). Required since 2013 to qualify for discounted automation prices, the IMB is a great leap forward in efficiency. Printing IMBs directly on your postcards or envelopes is one way to speed up production – you’ll need a MailerID from the USPS first.
If you haven’t taken a tour of our facility, you might not know that we are prepared for all things direct mail. From printing to mailing, we can handle it all.
If you have questions about sending direct mail, don’t hesitate for a moment to call us. We have team members here at Las Vegas Color who have years of experience with the USPS and who can answer your questions with expertise.