In a world where just about everything is digital, direct mail might seem like an anachronism to some. Interestingly enough, though, there are plenty of psychological reasons that support the use of direct mail in physical form. If you’re a marketer or business owner, you’re going to want to listen closely to what we’re about to share.

It Produces a Physical Connection

Direct mail creates a tangible connection with the recipient, unlike ephemeral digital ads, due to the fact that a physical piece of mail can be held. This physicality triggers a deeper level of cognitive processing. According to a 2009 study by Millie study by True Impact, direct mail requires 21% less cognitive effort to process than digital media, making it both easier to understand and more memorable. As if this wasn’t reason enough to go direct, the same study also found that people spend 39% more time looking at physical mail than they do email. If it’s the attention you’re after, it seems direct mail is certainly the way to go.

Emphasis on Personalisation

Personalisation is crucial in direct mail, otherwise, it’s more than likely to find a place at the bottom of the bin. A direct mail piece that addresses the recipient by name and includes personal content is more likely to land and stick, so to speak. When done correctly, this personal touch enhances the perceived value of the mail and also strengthens the emotional connection with the brand.

Enticing the Senses

Direct mail has the power to engage multiple senses, like sight, touch, and even smell. This multi-sensory experience creates a more immersive and memorable interaction. The texture of the paper, the visual appeal of the design, and even the scent of the ink or added fragrances are able to leave a lasting impression. And this is exactly what you want when you’re selling to potential buyers.

Fewer Risks of Fraud = Increased Trust

None of us are exempt from the risk of falling victim to digital scams, unfortunately. And these days, it seems like hackers are only getting more advanced. Thankfully, direct mail offers a much safer option that can make consumers feel secure.  The effort and investment involved in creating and sending direct mail also convey a sense of legitimacy and trustworthiness, which is especially effective for older demographics who may be more skeptical of digital advertisements.

What Was Once the Only Way is Now a Novelty

Though many of us remember the days when direct mail was all that existed, enough time has passed that it now offers a novel experience, especially to the younger generations. This novelty naturally sparks curiosity and causes us to take a pause and dole out our attention. When we’re talking about direct mail for marketing purposes, making it creative and unusual is likely to create a memorable experience, enhancing the chances that the consumer will take action.

Enough Reasons to Return to Our Roots?

Direct mail taps into the human need for tangible connections and the power of sensory engagement, amongst a host of other subconscious desires. Even though we can safely assume digital media isn’t going anywhere, direct mail remains a powerful tool for understanding and influencing consumer behaviour. As marketers, recognising and leveraging these psychological aspects might just lead to more effective and memorable campaigns.

Are you ready to receive the attention your mail deserves? Reach out to us today to learn more about how we can help drive results and transform the way you connect.