The Medium and the Message

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I recently read an interesting article that reported on research from the USPS. It’s called “Why Direct Mail is More Memorable”.

Now, the Post Office certainly has a vested interest in promoting direct mail, but aside from that, it’s a worthwhile read. If you have an extra 3 minutes, you should check it out.

To summarize the study, the USPS partnered with the Center for Neural Decision Making at Temple University’s Fox School of Business to do the research. They studied people’s response to mail and print ads using Eye Tracking, Core Biometrics and Functional Magnetic Resonance Imaging – high tech stuff.

Their findings? The article reports that the study participants spent more time with direct mail and print ads than they did with digital ads and they also remembered the messages more quickly and confidently with direct mail and print ads.

“Physical ads elicited a stronger emotional response than their digital counterparts and, overall, had a longer-lasting impact.”

Their conclusions are no different than what most savvy marketers already know – an integrated campaign is always the strongest campaign.

We are creatures that like to touch things, interact with things. Including direct mail in a campaign gives a distinct advantage in being able to deliver a deeper experience.

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