This is Your Brain On Direct Mail Marketing

by | Aug 23, 2014 | Business & Society

In these fast-paced times we live in, some people question the effectiveness of direct mail marketing. After all, it doesn’t flash, appear on your smart phone or change its message based on your browsing history. However, the human brain actually responds differently to it than it does to any other kind of media, which makes it not only untouchable, but down-right essential in the modern age. The following includes a few scientifically-proven examples of how our minds process printed literature differently from other modes of advertising and how that benefits business.

It’s Perceived to Be More Real

Millward Brown did a case study that showed when you hold something in your hands, your brain perceives it as being more real. This not only signifies to the brain that the company that sent the printed literature is also more tangible and legitimate, but also that any offers or guarantees listed are of greater value. Essentially, it gives the sender an automatic “in” where trustworthiness is concerned and solidifies the business as being a physical entity in a world that tends to be virtual.

It Elicits a Stronger Emotional Response

During the same study, it was revealed by FMRI scans that the area triggered most by published literature is the area of the brain responsible for emotion. In fact, the printed media affected the brain more than digital media did. More importantly, studies have shown that consumers purchase based on emotion more than on information or logic.

It Stays in Your Memory Longer

Because the literature is tangible and “real,” our brains retain the content longer. Considering that our minds are bombarded by millions of images a day, it simply makes sense that we would tune much of that out. So whether you’re trying to convey that your brand is of high quality or is a value, your message is going to stick with the recipient longer than if they’d experienced the exact same message in an ad or an email.

What this means is that sending consumers something they can touch, hold and feel through Arandell packs a triple punch that no other avenue can. The moment that brochure, letter or catalog is in someone’s hands, there’s a subconscious connection that links them to the sender. Not only that, but they also become emotionally connected, which strengthens the bond and the likelihood of a business relationship. Even if the consumer doesn’t rush right out to take action on what they’ve received, the message remains with them, making them more responsive to future messages and purchases. Considering that the brain responds in this manner to almost any publication, imagine what a well thought-out piece can do. Better yet, imagine what well-written literature can do when combined with a full campaign.

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