Advertising Gets Ignored. Can Direct Mail Solve Marketer Challenges?
There is a reason people are labeled as consumers: we consume. But we don’t process and absorb every bit of information. Because that would be impossible. We have to filter out the useless stuff or else we’d go insane.
So, when we’re flooded with advertisements, how do we decide what gets past our filter?
Well actually, we don’t really decide – our unconscious minds do.
That’s why we have selective attention, which is the process of directing our awareness to relevant stimuli. Only the most pertinent information is deemed important and granted access to our finite attention, preventing our brains from frying before we even take a step outside every morning. As a marketer, how to you slip by this filter? How do you break through the clutter? How does one ad burst through the white noise, while others are lost in a sea of the ignored?
Is Direct Mail the Cure for the Ad-Unaware?
73% of Americans prefer to be contacted by brands via direct mail. Why? It’s more convenient – you get the choice of when to read an ad.
According to the USPS, “print materials like direct mail, billboards and magazine ads have a more pronounced emotional effect on consumers. For marketers who want advertising with long-lasting impact and easy recollection, a physical ad simply has more psychological influence.”
In other words, if you want to make an enduring impression, your best tool is direct mail. It’s targeted, it’s measurable, it’s individualized. Plus – you can enhance direct mail personalization with Variable Data Printing (VDP).
Variable Data Printing Makes Personalization Easy
What is VDP? It combines advanced printing technology with data analysis to produce highly customized assets. VDP allows you to adjust text, images, and graphics for each print without time-consuming delays. The more granular your database, the more personalized you can get.
At Sepire, we know and embrace the benefits of VDP. Our team understands the complex programming behind a robust VDP effort, and our workflow was designed for complete personalization at high volumes. How high? We’re able to produce over 1,000,000 full color, fully personalized brochures a day.
Personalization is critical to converting leads into customers and increasing your ROI. So much so that 86% of people are influenced to make a purchase by personalized marketing, according to a Infosys study. It leads to higher response rates and quicker response times.
If you want to break through the clutter with personalized marketing and boost your ROI, let’s chat about Sepire’s VDP capabilities.