Using Scent in Direct Mail to Attract and Win Customers

By Paul Bobnak

Anyone here miss the smell of a New York slice from Sbarro Pizza? Or maybe Cinnabon?

That association was with me the other day as I took a shortcut through a local mall that’s now pretty much a ghost town. Targeted for partial demolition after its recent sale, it was a bustling place only a few years ago. From the food court to Bath & Body Works to the beauty department counters at Macy’s, scent was a big part of brand marketing as so many shoppers discovered during back-to-school and holiday seasons, or just plain old rainy Tuesday afternoons.

Our sense of smell can trigger powerful emotions, such as memories, or creativity. In direct mail, scent plays a big role in creating - or enhancing - customer experience when a consumer receives a marketing piece. Here’s one example.

I got a folded self-mailer from Yankee Candle recently that promoted the five new scents in its new “Hello, Italy” collection. Two of them could be activated right there on the mail piece with a “SMELL IT NOW” tagline.

Maybe it was the power of suggestion but the aspirational callout “fresh lemon vibes in the Sicilian sun” for the Lemon Gelato candle seemed pretty spot-on … not that I’ve been to Sicily. It was well worth buying at their nearby store on a dreary mid-winter day.

Incorporating Scent into Mail

There are several scent technologies that you can consider when planning a direct mail campaign. Each has specific best use cases as well as costs that may vary depending on complexity, production timelines, available equipment, and quantity printed.

Your options include:

Scented papers
Scented inks
Microencapsulated coatings (for “scratch and sniff”)
Heat-activated scents
Ambient scents

USPS TSI Promotion Savings for 2025

Postage rate increases are a challenge for all marketers and PSPs. But as in previous years, you can save money on those expenses when incorporating sensory treatments that qualify for the 2025 USPS Tactile, Sensory, and Interactive (TSI) Promotion.

USPS has an extensive guidebook with details but here are the basics:

Discount: 4%
Promotion Period: Through July 31, 2025
Registration Period: Through July 31, 2025
Eligible Classes: First-Class and Non-Profit Letters, Cards, and Flats; Marketing Mail
Eligible Treatments: Scented varnishes, coatings, or labels that relate to or enhance the message of the mailpiece

The bottom line?

When you smartly integrate scent into your direct mail campaigns, the money saved is not a small thing.

But other benefits count too. You also increase engagement, support your brand identity, and improve your opens, impressions, and response rates. All of these build and deepen the customer connection and integrate your print and direct mail further with a world rich in sensory experiences. And that gives you an advantage in the mailbox, whether you’re selling pizza, candles, perfumes, foreign trips, or household goods. The possibilities are limitless.

The preceding content was provided by a contributor unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions.