Leveraging the Power of Touch in Direct Mail

Direct mail has the advantage of one marketing aspect that no digital channel can ever use, that is touch. As human beings our brains are hard wired with the need for touch. It plays a huge roll in our lives every day.

When we are able to harness the power of touch with direct mail, we are able to create an experience that recipients will not forget and may even share with others. Our hands are very sensitive and designed to touch. They have the greatest density of tactile receptors on our bodies.

Let’s take advantage of touch with your clients direct mail pieces. Touching the mail piece is required as one gets the mail from the mailbox and sorts through it. Grab attention immediately with a unique feel.

Consider using these 5 elements for your clients:

1. Paper stock: Instead of choosing smooth stock pick from one of the many textured options. The lasting impression you give to recipients will help them not only to remember you better, but also to trust you.
2. Coatings: There are many coating choices now. Consider how each one could work with the design and pick the best fit. One really popular right now is a soft touch coating. When you are able to match the feel of the piece with the message you have a greater impact on the recipient.
3. Emboss/Deboss: Consider how you can incorporate an emboss or a deboss into the design to add a more 3D look as well as feel.
4. Engraving: This is not only a beautiful addition but it really enhances the feel. Think of all the ways a design can include engraving. You could outline key points or draw attention to parts of images that help to showcase the product or service.
5. Raised Ink: This can be a fun way to add a dimension and appeal to the need to touch. You can do it for lettering as well as images. Get creative!

Adding touchable elements to your direct mail not only enhances the recipient’s experience, but it can also drive their decision to buy. People make subconscious reactions and decisions all of the time, based on what they touch. We can therefore influence them in our direct mail through touch.

For instance, when you use a thicker paper stock and a soft touch coating the product or service is viewed as trustworthy, and the company as knowledgeable, so they want to buy. Think of how you can influence with touch, knowing that what we touch shapes what we feel and perceive.

The crucial point is to add touch elements so that they enhance the direct mail, not draw attention away from your message. The elements should combine with your message to give it more power. If you just add elements without planning on how they work together with your design and messaging, you are wasting your money and confusing recipients.

When you have put together your plan, meet with a couple of your top customers and show them your idea. See what they think and if they understand it the way you intended them to. Make sure to get their opinions before you explain what you were trying to do. You want to see if they will get the right message. Are you ready to exploit the sense of touch in a direct mail campaign?