GET OUT OF MY HEAD: THE NEUROSCIENCE OF TOUCH.

Besides my mom (hi, mom!), if you’re still reading this blog, it must mean that it is helpful…good! Welcome back. Today, we are going to talk about direct mail and why it is so darned effective (particularly with the famed “Millennials”). It all begins with this book called “The Neuroscience of Touch” that forever changed how the paper and print industries talk about their trade. Why? Because it gave them SCIENCE to back up their observations. I could go on, but since you probably don’t feel like nerding out THAT much, I am going to give you the Cliffs Notes edition and connect it back to Direct Mail. Sappi (a global paper company) partnered with a Neuroscientist (Dr. David Eagleman) and wrote a book. Key question: what was the book about? In sum, The Neuroscience of Touch discusses the science behind how our brains react to touch and, more specifically, what that means for branding and brand perception. It turns out that touching something, even for a split second, forever alters our judgement, guides our decisions, and gets under our skin, literally. Touch leads to deeper engagement, which means more lasting recall. Touch is V powerful. Mind blown? Good. All this brain stuff makes one heck of an argument for print marketing, so today I’m going to make a case for direct mail. Read on!

TIME TO CHANGE YOUR MIND.

PEOPLE SPEND MORE BECAUSE OF DIRECT MAIL

Even though the response rate doesn’t change, direct mail inspires people to part with even more of their paycheck (or their trust fund, I don’t judge). What works even better is combining direct mail and digital advertising. Try it some time.

DIRECT MAIL GETS NOTICED
(ESPECIALLY BY THE M-WORD)

If I’m lucky, I have five pieces of mail in my teeny tiny mailbox every three days. This lack of mail makes it feel special (kind of like getting sent a birthday card), so I look through every piece.

Millennial Information

Millennials like this stuff. What’s that? You’re a Millennial? Even better because you know it’s true! Brain research shows that we like mail, we pay attention to it, we trust it, we remember it and we buy because of it. Don’t believe me? Check out these facts. Still don’t? Google it!

  • 90% of Millennials prefer mail advertising over email (we’re sick of screens)1
  • 57% of Millennials have actually bought things based on direct mail offers2
  • 84% of Millennials take time out of their day to look through their mail (like me!)2

MORE SHARE FOR YOUR BUCK

And a conversation starter to boot! Unlike email (unless you have a shared account…?), mail is delivered to a whole household for everyone to look at. Big decisions are usually made at home with your partner in crime, and since most people are working from home right now (2020, ya feel?), direct mail can be a nice catalyst for discussing that big purchase.

PEOPLE KEEP MAIL

It isn’t a pet or even a Furby, but people tend to get attached to their mail, especially when they want something. Whereas email gets deleted in seconds or a few days at most, mail stays on people’s tables for an average of 17 days3.

YOU’VE MADE UP YOUR MIND, HAVE YOU?

Now that you’re on board with direct mail and we’re on the same “brain wave” (see what I did there?), you probably want to know how to set up a successful direct mail campaign. Let’s do it.

WHAT DO YOU WANT FROM THIS?

You have to know where you are going so that you know how to get there. Consider these questions:

  • What is my goal for this campaign? Do I want people to buy? Is this just one facet of a larger, mixed campaign? Do I simply want people to know my product exists? Is world domination an option?
  • What do I have that might help me create this campaign? Mailing lists, content, etc.
  • What is my timeline?
  • Know thy audience. If you want your campaign to be effective, you should understand who you’re up against. What problem are you solving for your customer or potential customer? Dig deep!

REEL THEM IN

People want you to make it easy on them. They want to know what you are offering, why they should care, and how they can buy the darn thing! Here are some tips to jazz it up:

EMOTIONS RULE

When it comes to purchases, people tend to follow their hearts (not their heads) and they prefer to buy what they want over what they need (except for briefly when everyone was obsessed with buying toilet paper… too soon?). Appeal to this. If they want it, they’re likely to buy faster. Make them want it.

A FEW NERVES ARE GOOD

Never underestimate the power of FOMO (Fear Of Missing Out). If you put a deadline on your offer, people are likely to prioritize it.

LET’S TALK FORMAT

There are a bunch of types of direct mail, but here’s a sample:

Personalized Postcards and Self-Mailers

Postcards are nice because people don’t even have to open them to see what’s inside. Plus, postcards and self-mailers are pretty affordable if you’re low on the dough. Want to entertain further? Printers are able to use variable data to personalize anything- so add a special image, a message, or even simply address the recipient by name! The world is your oyster.

Packages with a handwritten note

Packages allow you to send information, inspiration, or even a small gift. Add in a handwritten note and people will be on cloud nine. If you write it in cursive, you get extra points (jk).

Catalogs

An oldie but a goodie. Over 50% of millennials get excited about receiving a catalog4. By limiting choices and featuring only a few styles, people are able to focus in without getting overwhelmed by seven (digital) pages of shirts. Plus, who doesn’t like literally earmarking a page for later?

DESIGN IT

Good design has strategy behind it so no skipping any steps! I know this is the fun part, but if you haven’t done everything leading up to design, go back three spaces. Here are a couple of good design rules of thumb (in case you forgot):
  • Make the most important part of your design (the call to action) stand out
  • Space with no imagery or text is GOOD (white space)
  • Use easy to read fonts
  • Keep colors down to a max of three (this is not a confetti cake)

DON’T FORGET DIGITAL

The key to world domination lies in your ability to combine your direct mail and digital marketing efforts seamlessly. The same goes for tracking. Make sure you know (at a bare minimum), who actually received your direct mail. Remember that everything you do has the same end goal: make your company succeed!

DROP IT LIKE IT’S DIRECT MAIL (AND BY DROP, WE MEAN MAIL).

Good food for thought, right? Now you know the benefits of direct mail AND the basics behind creating a direct mail campaign. Isn’t that fantabulous?! Anyways… if you’re looking to take your marketing to the next level, try adding in direct mail, especially if the audience that you’re going for is Millennials. Can’t get enough of print and want to know more? Do you need a crash course on print types– from digital to offset to letterpress? Look no further than the next blog, friends! See you there.

  1. 1. Dataman Group Direct, 2020
    2. USPS, 2020
    3. SBA (U.S. Small Business Administration), 2019
    4. Dataman Group Direct, 2020