I’ve just read an interesting article from Roger Dooley’s Neuromarketing blog (Where Brain Science and Marketing Meet). In this piece Roger talks about a recent study by a branding agency comparing how our brain reacts when it receives paper or digital marketing material.
Well blow me down, the scientists have confirmed what the Direct Mail evangelists have been saying is true for along time. Physical media leaves a “deeper footprint”. The meaning of this is more to do with physical material being more ‘real’ to the brain (rather than some sort of 70’s hooliganism).
As the article says: Physical activity generates increased activity in the cerebellum, which is associated with spatial and emotional processing (as well as motor activity) and is likely to be further evidence of enhanced emotional processing.
In other words our brain likes print.
Speaking for myself I get a real buzz out of opening an envelope or package to see what goodies are inside. (Excluding the bills of course). There is definitely increased activity in the cerebellum.
When thinking about your mailing, if you are working on tight budgets, even doing yourself, it doesn’t hurt to think differently. Do things that stimulate your recipients brain cells: Think about textured paper, bright colours. Different formats. Why not go to town and add cut outs or pop ups (there’s something email can’t do!). If you can afford it think about adding samples of your products. All these things will make your mailing stand out and memorable. And if your mailings are memorable then you are sure to get a good return on your investment.
All the best