A recent study carried out by Temple University has found that Direct Mail tops Digital Media for engagement time, recall and final purchase decisions.
The in-depth study found Direct Mail ads to be far superior to those viewed online in 8 out of 9 categories. Digital ads grabbed the attention of customers quicker but Direct Mail ads held attention longer, elicited a greater emotional reaction and played a more direct role in the final purchase decision.
The study was carried out using a range of 40 Digital ads and Direct Mail ads that were shown to University study subjects, using three monitoring methods to gauge the effects the ads had on them. Eye tracking measured visual attention; fingertip sensors monitored heart rate, respiration, and sweating to reveal emotional engagement; and MRIs performed scans to uncover deep brain activity.
Direct Mail was judged superior to Digital in 4 of 9 attributes measured: engagement time, emotional reaction, recall and building subconscious desires for a product or service. Digital ads led in just one attribute: focusing a customer’s attention. The two tied in three areas see below:
During the study, MRI scans found that Direct Mail triggers a part of the brain that is linked to desirability and value. Based on that, the researchers concluded that Direct Mail has a deeper, longer lasting effect than Digital adverts.
Based on the above results, we have suggested ways in making better use of Direct Mail in the marketing mix:
Test the Piece for Maximum Reaction
Take neuromarketing a step further by doing your own studies to determine how specific elements of a Direct Mail piece — whether colour, shape, or use of white space — elicits the best reaction from consumers.
Explore Sequencing Options
Neuroscience could also be used, to determine the most effective sequence of media elements in a campaign. Does email followed by direct mail work best, or vice versa? Should other media such as television be included?
Consider Digital Print Technology
Test whether using augmented reality or QR codes in mail pieces ramps up conversion rates in multichannel campaigns. A previous study found that such methods resonated well with younger digital natives.
Similar results were handed down in a neuromarketing study undertaken in 2009 by the Royal Mail. It too found that physical media generated deeper brain activity than digital media.