Neuroscience. Why Mail Cuts Through

To better understand the subconscious impact of different media channels, we enlisted the help of neuroscience marketing experts from Neuro-Insight to assess the impact of mail on consumer decision-making.

The digital era has greatly changed the way marketing is done, providing more opportunities than ever to reach consumers with advertising messages. However, with the abundance of digital touchpoints, it’s difficult for brands to stand out and make their message heard. Choosing the right channels is crucial in this competitive landscape. Marketers are faced with the challenge of creating impactful messages that can cut through the overwhelming media clutter and drive action. 

We wanted to understand what happens at a subconscious level when consumers process marketing messages. Using neuroscience research techniques, experts could analyse this in terms of how well different media channels are remembered and their impact on customer engagement.

This research report reveals our key insights and results. It highlights the pivotal role that mail can play to deliver real cut through in a complex multi-media environment.

What you’ll learn

• Mail adds a unique and tangible dimension to the media mix. It is tactile, personal and reaches people in their homes.
• Mail’s tangibility feels ‘human and real’ against a backdrop of fleeting, competing communication vying for people’s attention. It’s engaged with, and remembered by, people of all ages – even younger and more digitally engaged audiences.
• People respond more strongly to mail, and together mail and digital are a powerful force to make your campaigns work harder.

*How To Cut Through The Noise And Connect With Customers, American Marketing Association