Mail In The Middle
If you think the marketing decision-making funnel is still linear, then think again. In today’s dynamic business environment, the customer journeys marketers have to navigate are more complicated than ever. We often plan our communications to get a consumer from a to b, from seeing an ad to responding. But today, with so many media touchpoints, consumers often bounce about in a middle space, seeing multiple messages but not taking actions. This middle is the place where 16x more sales can be attributed by marketers*. Google describes this sweet spot as the ‘Messy Middle’ and what an apt name for all those complex decisions consumers have to make. For example, choosing a holiday or a new mobile phone provider, or switching energy suppliers. Phew, we all know what this can be like. Decisions, decisions.
We’ve partnered with Behavioural Science expert Mark Earls to help you make those tricky consumer decisions, easier. In this report Mark digs deep into the complexities of human behaviour and brings his perspective on shaping decisions and mail’s role as a physical and tactile influencer. It’s a must read.
What you’ll learn
- Why 90% of our decisions are emotionally led.
- The complex questions that consumers are grappling with when trying to make decisions.
- How marketers can make the consumer decision making process easier for consumers by reducing friction points.
- How marketers can use mail to achieve the right behavioural and commercial outcomes.
- Why mail builds consumer trust, physically put a brand’s message into consumers hands and delivers results.
*The Importance of Mid-funnel Marketing, Google.