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Integrated campaigns that include direct mail elicit greater consumer attention and better provoke the emotional engagement and brand recall that drive action than single-media digital campaigns. Media sequencing matters. This study suggests that direct mail’s impact on consumer engagement with integrated campaigns may be strongest when it follows digital advertising.
Media format has a deep influence on the way consumers engage with brands and advertising messages: Direct mail offers a personal, sensory experience that triggers consumer emotions and action, while maximizing attention and recall.
Here is an example:
It gets noticed: it’s physical, so it gets opened, noticed, and read. It allows you to reach customers at a time and place that’s convenient for them; in their home. Consumers spend more time with direct mail than digital channels like display, pre-roll and email. Its tactile nature allows you to be creative and engage your customers. Whether your business is large or small, there’s a direct mail solution for you. By customizing your message to the right audience, you can start building relationships with your best potential customers.
THREE WAYS TO GET THE MOST OUT OF YOUR DIRECT MAIL.
1. Be creative with your direct mail initiatives. Ensure it stands out.
2. Use targeted data to zero in on the right customers
3. Create a meaningful offer that drives your customers to act.
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