It's interesting that direct mail--no matter how much we complain--still performs better than online media.
If you are a fan of The Agitator, I'm sure you have read the reports and their sound analysis of the effectiveness of direct mail. An unusual and interesting dimension of direct mail v. online was brought to my attention thanks to communications expert Lisa Sargent. She recently pointed her readers to a fascinating case study by Millward Brown. Collaborating with Bangor University, they found that the "research strongly suggests that greater emotional processing is facilitated by the physical material than the virtual."
The research showed that physical materials (1) leave a deeper footprint in the brain; (2) involve more emotional processing, which is important for memory and brand association; and (3) produce more brain responses connected with internal feelings, suggesting greater internalization.
So, in addition to going out and buying some note cards--rather than texting your dad for father's day, don't cut back too quickly on your direct mail budget. It's likely still worth the cost of paper and stamps. And please don't email your thank you letters!!! As Jennifer Aaker, professor of marketing at Stanford University School of Business, noted from her own research, people need both warmth and content to deepen their connection to your organization and your cause.
Cheers,
Jim
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