Our Commercial Director Chris Durham wrote an excellent article a few days ago which was published in Lancashire Business View about “Engaging The Senses” with print, and in particular direct mail.
A Visual Medium That Commands Interest
Just to share some snippets from the article, Chris mentions that print is:
“a visual medium with the ability to use powerful combinations of colours, images and text to convey messages. There`s also touch: people value being able to hold something in their hands. Paper choices (stock, finish, size, weight) can all help reinforce your message.”
“And not to forget smell, who isn`t inspired by the smell of an old book, a new magazine, something hot off the press?”
“because it takes more time to write a letter than send an email, because it costs a little more to print a newsletter than post a blog, because postage stamps aren`t free and neither is paper or ink, it commands more interest from your audience.”
“Direct mail consistently outperforms email in open rates, response rates and how long it lasts in the memory, because it engages the sense, communicating on a more human level.”