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HERE’S SCIENTIFIC PROOF THAT DIRECT MARKETING WORKS

Guest post by: Billy Sharma

Article Overview: We all know that direct mail can touch people and raise million for charities and generate big profits for the business community.

HERE’S SCIENTIFIC PROOF THAT DIRECT MARKETING WORKS

Mail is tactile and offers fantastic opportunities unmatched by any other medium — it can carry product samples, 3D items, inserts, company brochures, coupons, buck slips and even items that can evoke one or more of the senses — smell, taste, etc. to enhance response.

Direct mail has the ability to bring content to life with imagery and colour that leads to a more stimulating and engaging experience.

Now a study, using neuroscience experiments support the theory that direct mail creates a significantly longer-lasting impressions on certain areas of the brain compared with digital marketing and could therefore have a bigger impact on the recipient.

The study conducted jointly by research firm Millward Brown, Bangor University and the United Kingdom’s Royal Mail is perhaps most revealing. Its results showed that a physical piece of direct mail is significantly more multi-sensory than an online version, due to the increased number of senses which are triggered by simply holding something physical, rather than seeing it on a screen.

They used eye tracking and functional magnetic resonance imaging (FMRI) in their studies to learn about how the brain reacts to various mediums.

Three main areas of difference were uncovered between how study participants’ brains processed direct mail and digital messaging:

· The first area of difference was the degree to which the emotional centers of the brain were activated, with direct mail generating more or deeper emotional processing than the digital messaging.

· Second, the brain saw the physical material as more real than the digital messaging.

· Third, there was more activity in the areas of the brain that are connected to introspection when people viewed the direct mail.

This suggests that physical material is more “real” to the brain. It has a meaning, and a place. It is better connected to memory because it engages with its spatial memory networks.

So there you have it, the findings suggest, that the brain is more emotionally engaged and is potentially more likely to respond when viewing direct mail versus a digital message.

I am not suggesting that direct mail be used versus digital messaging, what I know is that when you use direct mail as part of an integrated campaign, it can prove to be very valuable.

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