Fall in Love With Direct Mail All Over Again
I will admit to doing a lot of reading. What can I say, I love it. I especially like to read something and find out that my own views have been verified. So, when I read the Washington Post article "Why digital natives prefer reading in print. Yes, you read that right" I was so excited! Here is someone else saying the same things about print that I say every day. Basically in summary, people prefer to read in print rather than digital.
There are many reasons for this but the top ones are:
- Easier to read: The eyes find the printed pages less straining to read.
- Easier to comprehend: There are less distractions when reading print so it is easier to understand.
- Easier to recall: Readers skim less when reading print versions so they remember more when finished.
- Feel: Touch is a very important sense. The feeling of different types of paper stock and textures adds pleasure to reading print. You can't feel digital.
- Smell: Paper, ink, coatings and binding all add to the scent of a printed piece. You can even add a scent to enhance the printed piece. You can't smell digital.
Even millennials prefer print. The best part about all of this talk about the benefits of print is that direct mail can take advantage of every single one of the reasons people love print. Direct mail can get pushed aside by marketers looking for the newest channels, but statistics still show direct mail as a very strong marketing channel.
Create direct mail that provides an experience:
- Reading: Engage the reader with well written copy. Use bold and bulleted text to draw the eyes to important information.
- Comprehension: Use clear and concise wording, a strong call to action and "what's in it for me" language.
- Recall: The most important items to be remembered should stand out. You can use italic, bold and underlining to emphasize what you need the reader to remember.
- Feel: You can go beyond just the texture of the paper by adding different coatings. From soft velvet to rough stone, there are many to choose from. Get creative.
- Smell: Depending on what you are offering, smell may or may not be a good fit. Try to think of creative ways to use smell to make your unique direct mail stand out.
Take advantage of the pull of direct mail, with less skimming your message resonates more. You have the opportunity to get someone to act on your call to action right away.
A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: firstname.lastname@example.org, on LinkedIn, or on Twitter @sumgould.