No one imagines getting a Valentine’s Day email. It feels cold and impersonal (no matter how many emojis or GIFs it might include to jazz things up). But a physical, tactile, printed card? That feels like someone sent it because they care.
Along with Christmas, Valentine’s Day is probably the holiday most associated with print cards – unsurprising, given that those are two of our most sentimental celebrations. Even (or especially) in a world saturated with digital messaging everywhere we look, print retains a softer, more thoughtful vibe. It’s a way of conveying “I took the time to mail this to you.” And that’s a message that resonates, whether you’re sending a personal note to a loved one or launching a business campaign to reach potential customers.
Enhanced Attention and Trust
The same is true in reverse: direct mail commands more attention from its recipients. A study by WARC and Royal Mail Marketreach found that 63% of recipients say physical mail attracts their undivided attention, with most pieces being viewed twice within a week of receiving it. Direct mail has a longer lifespan than digital; it’s easier to look at a physical flyer or card multiple times when it’s sitting on your desk instead of an email that gets buried in your inbox.
While most of us have experienced that “warm fuzzy” feeling from a piece of direct mail at some point, there’s also plenty of scientific evidence backing it up! Research from the USPS and Temple University revealed that physical ads not only earned more viewing time than their digital counterparts, but they also led to faster and more confident recall – and, more importantly, a stronger emotional response and subconscious perception of value.
Direct mail also requires 21% less cognitive effort to process, compared with digital content, according to neuromarketing research from the Canada Post Corporation. That means:
- Greater ease of understanding and processing information
- A greater sense of tangibility and permanence
- More trust in the information shared
- Higher perceived value and credibility
Make Every Moment Matter
Getting your brand message out there requires not only breaking through the “noise” of marketing saturation, but also creating a memory and persuading someone to take action. All of that is easier when you engage both the physical senses and the recipient’s emotions.
Print is the ideal medium to do both. A beautifully printed image invites longer inspection. A weighty piece of paper – perhaps with embossed details or an interesting texture – engages more senses and makes it memorable. And the simple act of opening a piece of mail sparks joy for most people. Paired with a personalized message, it’s a powerful way to remind customers old and new that your brand truly cares about meeting their needs, solving their problems, or bringing a smile to their faces.
With a wide range of print and finishing solutions, plus mailing strategies designed to make the most of every dollar, Allied can help you make every day feel a little more special with direct mail. As our favorite holidays remind us, when you have a message you want to truly make an impact, put it in print.