Why Direct Mail Won’t Die
You’ve seen the proclamations over the years that direct mail is near death, along with the counter-arguments that it’s nowhere near dead. Today I share a deeper perspective of the reason why direct mail won’t die. It’s as simple as comprehension. Research reveals comprehension is better when information is consumed in print. And there’s more: millennials — digital natives, if you prefer — who today are in their 20s and 30s, prefer print.
Count me among those who prefer to read the news from a printed newspaper rather than my iPad. Books? My concentration is pitiful if I try to read an e-book. Still, I do a lot of reading — or maybe it’s more like scanning — online. I realize there are others of all ages who feel they comprehend content on electronic devices just fine. Or who at least think they comprehend the content. This research reports how students only think they comprehend as well on digital devices (the research suggests they don’t).
One might think that jumping from reading on printed pages to reading on a digital screen is a no-brainer. But biologically, reading has been an evolutionary development over hundreds — even thousands — of years, as suggested in an article in Scientific American.
Our brains evolved to keep the human species alive, eat and reproduce. Reading is a new addition to the mind, biologically speaking. It took unimaginable centuries for the brain to adapt to reading text in print. And now, in just a generation or so, we’ve been introduced to reading on screens, another reading adaption for the mind.
As marketers, we need to recognize which channels are best suited for reading comprehension, and how we can effectively create Short- or Long-Term Memory that persuasively leads to a sale.
In a moment, I’ll outline comprehension effectiveness (based on my experience) of social media, email, websites/landing pages, short video, long video, direct mail postcards, and direct mail packages.
Related story: Emoji: Digital Shorthand for Direct Marketers
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.