How to Use Psychology to Improve Your Direct Mail
Many marketers are struggling to generate leads that convert to sales currently, and it's clear that more efficient marketing strategies are needed to generate profitability. Most marketers are well aware of the power of direct mail, especially at times like these. But have they considered how psychology can be incorporated into their direct mail strategy?
According to the USPS Market Research and Insights Report, "COVID Mail Attitudes," 65% of those surveyed stated that receiving mail lifts their spirits, with 54% of respondents stating that mail helped them feel more connected. With people looking forward to getting mail each day, you should strive to be in the mail box. Let's consider some of the best ways to leverage direct mail right now, and how can marketers use psychology to improve their direct mail pieces.
- Create special offers for your customers based on past purchase history.
- Suggest new items they would like.
- Help them feel how important they are to you and that you care.
- Be very honest and transparent in your communication with prospects.
- Vet your messaging well so that you are certain you're providing a product or service they actually need.
- Provide needed information and ways people can help others — this is a great way to show how you care, and will help you build brand status with customers and prospects.
Did you know that the human brain is doing most of its work outside of our consciousness? If we are able to create a good strategy that enables us to tap into the subconscious decisions, we can generate a greater response from prospects and customers with direct mail.
Psychology is an excellent tool to help drive direct mail response. Consider the following when working on your direct mail:
- Use Emotional Triggers Appropriately – Both men and women need emotional engagement for direct mail to work. This requires the use of both good emotional copy and imagery. Segmentation can really help you target the right people with the right emotional copy and images.
- Avoid Overload – When there is too much clutter within messages, either from words or images, the brain cannot process it. Make sure that you leave white space and use concise copy so that the brain can easily process your message.
- Make It Interesting – The brain likes puzzles and humor. Keep them simple for easy understanding. They are effective with increased engagement.
- Understand Your Audience – For example, if your audience is made up of women you need to tap into empathy. Women engage with faces and direct eye contact images. Women also respond to group/community activity images and of course babies too. She will pay attention to messages that make life easier, celebrate her or allow her to do multiple things.
A complicated mail message will most likely be ignored by the brain. But there are ways to simplify your copy and images to capture attention and drive results. Here are two ways to capture attention:
- Novelty: This is the No. 1 way to capture attention. Our brains are trained to look for something new and cool. A novel message or layout can really help you stand out in the mail box.
- Eye Contact: Humans are social beings. Images of people or animals making eye contact with your prospects or customers grab attention and draw them into the mail piece.
As you can see the brain is powerful and is very good at ignoring messages. Taking the time to consider how all these psychological factors can really help you drive your direct mail response rates up. As always, focusing your messaging with targeted segments to really reach the right people with the right message will increase the success of your mail campaigns. Are you ready to get started?
A blog about Direct Mail Marketing, tips, tricks and what not to do. Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: email@example.com, on LinkedIn, or on Twitter @sumgould.