Why Print Gets to the Heart of the Matter
On Valentine’s Day, one person sends their spouse a beautiful card, with embossed lettering and a pretty vellum overlay. Another person sends a short text with silly emojis. Which of these couples do you think has a better Valentine’s Day? Which would you rather be?
Holidays remind us that a physical, tactile piece of print inevitably feels more important than a digital message. We’re bombarded with digital content everywhere: on social media, on our computers, even on billboards and in stores. In contrast, print has an old-fashioned, slower, softer feeling. It says, “I value you enough to put in extra effort.”
That’s the kind of message that makes an impact, whether you’re sending a personal card or setting up a big marketing campaign. Even in professional spheres, a message that has real heart stands out.
Making Memories, Earning Trust
Have you ever felt that little rush of interest and curiosity when you open a piece of mail? You aren’t alone, according to science! Research from the USPS and Temple University found that physical advertisements (such as direct mail) induced a stronger emotional response and value perception than their digital counterparts. They also led to faster and more confident recall of their content, plus greater viewing time overall.
In fact, direct mail has been proven to command more attention in general. In a study by WARC and Royal Mail Marketreach, 63% of recipients reported that physical mail attracts their undivided attention. Direct mail also tends to “outlive” digital messages. After all, mail pieces often sit on the counter for a while after they arrive; digital ads or emails get buried as soon as you scroll away.
There’s also the neuroscience of it all. Direct mail requires 21% less cognitive effort to process, than digital messaging, according to neuromarketing research from the Canada Post Corporation. What does that translate to in terms of audience responses?
- Higher perception of value and authority
- Process and understanding information more easily
- A stronger sense of permanence
- More trust in the information shared and in your authority
The Personal Touch of Print
For today’s consumers, marketing is unavoidable in pretty much every aspect of their lives. To break through that noise and make a positive, lasting impression, brands need a way to stand out, engage the senses, and nudge them to take action.
That’s what makes the softer feeling and “slower” pace of print more inviting. A piece of paper has real, tangible weight and texture, engaging multiple senses at once. A beautiful image and a personalized message invite the reader to spend more time with the piece. Just opening a piece of mail creates a sense of anticipation and satisfaction. Put all these pieces together, and you have a recipe for building a more personal bond with customers – one that reminds them that your brand takes the time to think of them as unique individuals.
Want to bring that personal feeling to your next campaign? World Press offers multiple types of printing, along with creative finishing options and world-class direct mail strategies to make the most of every piece. You don’t have to wait for a holiday to create a special moment – with print, you can make it happen any day!