Can touch be far behind?
MarketingProfs reports that many consumers use touch to gather information or make judgments, even when an item's physical form has nothing to do with its value. Interactive devices such as foldouts, die cuts, embossing, wheel charts, slide charts and various textured varnishes contribute to the direct mail experience.
So, when it comes to marketing impact, never dismiss the power of sight, smell, taste, sound and touch. Direct mail still does it best.
Crystal Uppercue is the marketing manager for EU Services, a 400-employee direct marketing production facility based in Rockville, Md. Download a free whitepaper about cross-media campaign planning at www.euservices.com.