Which would you rather receive on a holiday like Christmas or Valentine’s Day?
- A brief email with colored fonts and themed emojis
- A beautifully printed card, with multiple textures you can feel in your hand
The second option feels a lot more personal and meaningful, doesn’t it? In a world oversaturated with digital content in every aspect of our lives, print retains its place as the medium of choice for a more thoughtful message. Its slower pace and physical weight say, “I took the time to think of you.”
That personal touch creates a message that resonates more strongly and sticks around longer – whether you’re sending a holiday note to a loved one or launching your latest business marketing campaign.
Print Creates Greater Trust and Authority
Anecdotally, most of us can attest to the cozy, happy feeling we get from receiving an interesting, personalized mail piece. There’s also plenty of science to back it up! Research from the USPS and Temple University found that physical ads not only earned more viewing time than their digital counterparts, but they also led to faster and more confident recall. More significantly, print also elicited a stronger emotional response and increase the recipients’ subconscious perception of value.
Along with the general sense of value, direct mail simply garners more attention overall. A study by WARC and Royal Mail Marketreach found that 63% of recipients give direct mail their undivided attention. Direct mail also has a notably longer lifespan than digital content. After all, it’s easier to revisit a physical postcard when it’s sitting on your counter, rather than an email that gets buried in your inbox within hours!
Direct mail also earns some of its power from neuroscience. According to neuromarketing research from the Canada Post Corporation, direct mail requires 21% less cognitive effort to process than digital content. The result?
- Greater trust in the information shared and your brand’s authority
- Improved ease of understanding and processing information
- A greater sense of tangibility and permanence
- Higher perceived value and credibility
Break Through the Noise. Get Your Message Heard.
What does direct mail success look like? It’s not just about capturing attention, but about getting your message heard, absorbed, and eventually acted upon. All of those things are easier when you engage both the physical senses and the emotions, and that’s what print does so uniquely well.
A printed image with beautiful colors and details is just asking to be remembered longer. The weight and texture of a piece of paper – perhaps with textured, glossy, or embossed details – engages more senses and creates more connections in the brain. Plus, the simple act of opening a piece of mail is just plain fun for most people.
Paired with a personalized message, these print pieces are a powerful way to remind customers old and new that your brand truly cares about meeting their needs, solving their problems, or bringing them joy.
At Priority, we understand the power of print, and we pair classic print and finishing solutions with the latest cutting-edge technology and smart mailing strategies. Let us help you bring a personal touch to your next campaign for a message that truly resonates.
