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m
State of the Industry
70% of Americans say mail is more personal than the internet.
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State of the Industry
55% “look forward” to discovering the mail they receive.
(Source)
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State of the Industry
56% say receiving mail is a “real pleasure.”
(Source)
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State of the Industry
72% of consumers bring in their mail–as soon as possible–on the day it is delivered.
(Source)
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State of the Industry
Mail is usually sorted by the head of household. In 90% of cases, s/he determines which items are kept for review.
(Source)
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What is the Mail Moment? The Mail Moment defines the highly interactive daily ritual that consumers devote to bringing in their mail and discovering what it offers. The Mail Moment provides marketers with the unique opportunity to get their messages noticed and their offers considered.
(Source)
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Student ReactionsNovel
Ordinary
InformedConfused
Am I being
recruited by the
Ivy League?
Why am I getting
all of this mail?
How did they get
my name?
I love seeing my
name in print! Look
at this beautiful
campus!
I can’t believe the testing
companies sell student
names. I’m throwing
everything away.
m
Entry Points
Entry points into your design attract visitors to the first place you want them to look.
“Without an entry point, viewers will have to work harder to find their way into your design. They’ll have to pause and think where to look first and think about what’s truly important on the page. A lack of entry point will increase the cognitive load on visitors.”
(Source)
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Personalization
(Source)
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Personalization
(Source)
Made possible by variable data printing
Variable data printing enables the mass customization of documents, as opposed to the mass-production of a single document.
Instead of producing 10,000 copies of a single document, delivering a single message to 10,000 customers, variable data printing could print 10,000 unique documents with customized messages for each customer.
mPerson designed by Juan Pablo Bravo from the Noun Project
Personalization
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Messaging
What’s your offer?
Direct marketing is about presenting a value proposition and a call-to-action right away.
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Messaging
http://www.commarts.com/SearchOn.aspx?colpg=0&col=1223&inum=400
Worth a test…
Mail the same offer via both a simple envelope and branded envelope.
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Tactile Qualities
Studies show that as we read, our brains comprehend text by correlating the message with the physical landscape of the tactile piece. When we see a message in print (versus a screen), our brains create a lasting memory response because the message’s landscape is tangible. Physical attributes of the tactile piece, such as thickness, shape, texture, and the material’s surface, folds, and corners, help the brain form a mental map of the message.
Create a physical landscape
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Tactile Qualities
By asking your reader to imagine something associated with the involvement device, by asking them to fold or pull it, you’re getting them involved and you’re helping them really relate to the benefits of what you’re selling so there’s a much better chance they’ll act upon your message.
Involvement Devices