There are some incredible advantages that direct mail has over other forms of advertising that would account for its lasting success and recent increase in effectiveness. One of the advantages of using direct mail is that you can involve more of the senses to engage your prospective customer in and allow them to have an experience that they will want to continue by purchasing your product or service.
In a piece of direct mail advertising you can engage the customer’s sense of sight, smell, taste, touch and sound. You can’t get customers to smell perfume on the internet or taste a sample of your product, but you can do these things with direct mail. You also have the customer holding your advertising in their hands where they can feel either your packaging – to make them want to open it or even a swatch of your product to see what the material is like.
Getting your prospective customer to have an experience while viewing your direct mail is a great way to build a connection with them and gain their trust. Like a firm handshake, your direct mail reaches out to the customer and gives them a feel, literally, for what your company is all about. So be creative with your direct mail, play with textures and scents in addition to color, fonts and pictures and let your direct mail go to work for you.
