Paper Choices for Direct Mail
I received two pieces of direct mail this week that piqued my interest. In fact, I decided to keep them, and not just for this article. I wanted to think about why I found them unique.
Ironically, as more and more people have moved their marketing efforts from physical, paper based commercial printing to the more ephemeral Internet, those direct mail marketers who have stayed the course have found less competition for the reader’s attention.
In many cases, there’s less mail in the mailbox. What this means is that you have fewer pieces to review. But studies have shown that people still do take time to read their physical direct mail. In contrast, emails seem to be increasing every day, so I personally find myself reading fewer and fewer of the promotional ones. I look for a reason to delete them since there are always so many.
In light of this situation, I received the two physical mail pieces this week, and it was actually the paper choices more than the design that caught my attention.
Again, ironically, it was one of the major differences between email marketing and physical, print marketing that made these two pieces stand out. After all, you can’t touch a website or an email.