Mail in the head
Can opening a person’s letterbox also open their minds to your brand and message? To discover how mail impacts the brain we used the very latest techniques in neuroscience. The results were fascinating. Here’s what we found out:
MAIL IS INSTINCTIVE
Consumers interact with mail and absorb its messages in a largely subconscious way. This means it works on the brain’s ‘System 1’ – the faster, more intuitive mode of thought, which affects decision making.
MAIL CHANGES PERCEPTION
We can see a measurable change in how consumers react when mail is added to other media, so planning mail around your TV and email campaigns will boost the effectiveness of all three.
MAIL IS REMEMBERED
60% of respondents say that the best mail advertising helps keep a sender’s brand top of mind. It activates areas of the brain responsible for long-term memory encoding more strongly than other media, creating a lasting effect that means recall will be more readily triggered later on.