As we mentioned in our article on choosing the best paper stock for direct mailing campaigns, the power of direct mails lies in their tangibility. A phenomenon called embodied cognition, sensory experiences are intrinsically linked to emotions and hence our decision-making behaviour. The more senses a message appeals to, the stronger the message is encoded in our brain. Acknowledging the effect of tangible experiences, companies are putting more and more effort into their direct mailing campaigns both in terms of look and feel. Several marketers are even adding sound, video and scent to their direct mailings as we speak.
Not yet convinced of the power of embodied cognition? These numbers may interest you:
- According to Infotrends in Direct Marketing Production Printing & Value-Added Services, 70 percent of all direct mail in 2015 was opened, 79 percent of which was read for at least one minute.
- By contrast, Experian last year concluded that the average open rate for commercial emails in the second quarter of 2016 was only 25 percent.
- To top it all off, DMA’s 2015 Response Rate Report states that direct mailing’s ROI outperforms all digital marketing channels combined by no less than 600 percent.