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Today, we’re diving into the fascinating world of direct mail and uncovering the psychological tricks that make it so powerful.
Ever wondered why some mail pieces grab your attention while others end up as paper airplanes? Join us as we explore the psychological principles that make direct mail so effective. From the irresistible allure of physical mail to the emotional triggers that drive action, we’ve got all the juicy details you need to supercharge your marketing game!
Whether you’re a marketing pro or just starting out, this video is your ticket to mastering direct mail psychology.
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Like Voldemort Direct Mail is back my friend Old is new again and if you're not Taking advantage of printed mailers You're probably missing out Direct Mail Has the power of History emotions and Even one Second so Direct Mail uh here are some Facts over the last decade the average Weekly mail volume has increased by 104% from 2020 to 2022 annual revenue in Direct mail went up 177% each year and You want to talk about demographics I Know we're all trying to reach gen Z and Millennials actually here's the thing if You're focused on digital ad spend There's a good chance you're wasting Your money a report by NEX and Co found That 41% of total digital ad spend in 2022 went to waste that's $5.6 billion Just down the dra and that's including The big players for you and me and other Small businesses we see any part of our Ad budget can be the difference between A good month and a really bad one now if You want to make sure you're not wasting That digital ad spend my friends at HubSpot can help check out the free Digital advertising mockup linked below After years of growth and Adoption of Digital advertising with companies Slashing pre and traditional media Budgets digital ad spand is now facing a Difficult reality in the current on my
Landscape ad blindness you see a web Page like this and your first instinct Is not oh I wonder what useful fun and Delightful things these ads surrounding The article I want to read whole whether Consciously or unconsciously you ignore Them users have become so accustomed to Seeing ads on web pages that they hardly Pay them any mind at all that problem is Compounded as Publishers add more and More ads to a page all of them Fading Into the periphery here's a a history For you the first online ad back in 1994 Was a banner ad by AT&T now I need to Ask are you sitting down my friend good That ad had a clickthrough rate of 44% today bner ads have an average Clickthrough rate of 05% the internet and its consumers have Changed ad blindness and ad blockers are Reality that we all have to face so why Would Direct Mail offer a solution here Why would an industry that peaked in 2007 have anything to offer the business Owners of today let's talk about it now Our YouTube analytics tell us many of You are genz so Corbin is telling me you Might need an explainer on what mail is When an envelope and a mailer love each Other very Much and that's how you get mail mail is An altogether different experience than An digital ad it's physical held in the Hands and examined away from a screen
Male faces less competition than the Crowd of digital ad spand it's easier to Remember and easier to grab a customer's Attention it can even trigger an Emotional response and higher desire but You might be thinking this only has to Be true for older people right well not Quite everyone wants to reach gen Z and I suppose we still care about Millennials for at least a few more Years and guess who likes man in general Jenz are more excited about male than They were a year ago Millennials have Shown to be big fans of direct male They're the most most likely age group To visit a brand site after receiving Mail and they spend more time on sorting And reading mail than the average Consumer but why why is it that mail is Able to grab our attention in a way that Digital just can't match why does mail Have a 17-day lifespan compared to Social media's mere minutes to answer That we need to head north good people At Canada Post partnered with a firm True impact to conduct a study into how Effective Direct Mail is three metrics Were looked at one cognitive load the Mental ease of processing a piece of Information two motivation how Persuasive the piece of material is and Three attention how long the user Focuses on the content what the team Found was that the cognitive load of
Direct mail was significantly less than Digital 21% the motivation 20% higher Putting these together the study found That the direct mail crosses the Important motivation to cognitive ratio Value of one the persuasiveness Outweighing the effort exactly what you Want in an effective piece of Advertising what they also found is that These results get even better when you Engage senses Beyond touch like Smell Ah that's a winner so now we know How Mill works we know a bit about why It works but let's go one level deep the Magic or science really behind direct Mail comes down to the different ways it Affects your brain the Canada Post study For example used EEG brain wave Measurement to help determine things Like attentiveness and cognitive Lu for This we have to thank the everwing field Of neuromarketing the Nexus point Between neuroscience and marketing we're Gaining more insights every year into How advertising and marketing affect the Brain and mail has some unique effects Let's take a look at another study Researchers at Temple University used Fmri scans to scan brain activity when Engaged with physical versus digital ads And the F stands for fun fmri or Functional MRI simply means the Imaging Is measuring changes in the brain versus A static recording what the temple
Researchers found was that print media More strongly activated an area of the Brain known as the ventral striatum this Small brain structure is the part of the Dopamine Pathways of our brain and has Been found to indicate feelings of Desire and valuation don't worry this Isn't the imagined buy button that has Been my mythologize among advertisers Amidst the rise of neuromarketing turns Out we don't have a single region of the Brain that we can use to trigger buying Behavior and it's probably for the best That we don't still the temple study and The Canada Post study are significant Direct Mail has an effect on the brain That digital simply can't replicate so Direct Mail has no drawbacks then right No of course not you and I both know That every kind of advertising comes With its trapping here's what you should Consider when adding Direct to a Multi-pronged advertising strategy Frequency is where art meets science you Don't want to send mailers out too often Or they will go the same way as a Crowded banner ads of digital consider Staggering portions of your list with Different frequencies until you find The Sweet Spot keeping your mailing list up To date is crucial USPS can validate the Addresses at your list and this is Something you should make a regular part Of your workflow when using direct mail
And of course working with print Advertisements means new cons Considerations for your budget in a World of heavy Paper Stock embossing and Gold foil which is my favorite it can be Tempting to go all out on your direct Mail campaign But be sure to treat it Like any advertising campaign and keep a Close eye on the budget consider the Mailer from the beginning of this video What did it do well a strong brand Presence make sure the colors and fonts Of your identity are present and clear In the printed piece make it personal Tweak the advertisement by demographic Or even set it up to include the Customer's name people love to receive Mail that feels like it's for them have A clear call to action and offer take Advantage of Technology like QR codes Where you can and Implement a trackable Digital offer to see how successful your Campaign is the best practices of ads Are all still applicable lean into your Brand identity make a compelling offer And lean on the creativity you already Use in other advertising how can you Leverage the powers of touch and even Scent to create a compelling mail how Might you marry digital and physical Advertising into a cohesive strategy the Possibilities are yours to explore my Friend but why now why should we not let Direct mail go the way of so many other
Past advertising Trends with the Pandemic and the rise of telor more People than ever are stuck looking at Their computers and phones all day There's a broad craving for experiences Outside of the screen the competition in Digital ad spaces is harder than ever And direct mail offers a way to grab Real physical attention we're seeing Direct consumer and even Financial Technology businesses surging back into The space and for good reason it's got Science on its side if you're looking For another way to effectively reach Your customers check out this video for The perfect email marketing strategy now If you'll excuse me I got some direct Manil to do my friend until then I'll See you next time [Music]
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