As a conscientious consumer, I don't like to waste things. I try to recycle and make sure what trash I produce makes it in a receptacle, so when I receive coupons in the mail, I usually stash them away and use them over time. Whether it's a product I use everyday or once in a while, why would I waste something of value? However, if that same coupon is in email form, I guarantee it will be lost in my computer's master 'In' pile.
There is plenty of science behind the idea that tangible association stimulates greater interest in a product.
If your interested in the numbers and psychology behind it, check out:
Instead, I would like to share with you my experience working on a cruise ship in Hawaii. As a photographer, we used tons of paper. TONS of paper. Despite that we used digital cameras, every photo we shot of our guests, we printed. Usually around 8,000 photos a week. People always wanted to know what we did with the photos no one bought. I'd always tell them, "we give 'em to the boys in the engine room, its how we'll get to Maui tomorrow!" People always got a laugh out of that. Of course in truth, we recycled the paper at an onshore facility. However, guests always suggested we go to a digital viewing system to reduce waste.
We printed every photo because history on the other ships in our fleet shows when people can physically hold the photos, they buy more of them. And, as anyone who has bought detergent will tell you, when your sitting there with two items in your hand and both look good, it's hard to pick one (although usually after about 10 minutes, I realize one of them is actually fabric softener, not detergent).
Ketchup or Catsup?
When people have something tangible - whether its mail, detergent, or photographs - the stimulation of multiple senses leads to a more lasting impression. In addition, when something is right there in front of you, it is much more difficult to pass up. Ladies, you know this, ever been at the mall and your trying to pick between two skirts that you like? It is a lot easier to buy only one when you shop online, isn't it? Be honest!
Unlike an email, that gets buried in your inbox, never to be seen again, a coupon or relevant mailer usually goes on the fridge or at least in a draw to save for later. Maybe your customer doesn't respond that week, but they find your ad a month later in the drawer and realize, "hey, I could use that now!"
With something tangible, customers will usually feel much more comfortable going into your business and approaching your employees. For those of us who aren't social butterflies, it is much easier to walk into a business saying, "Hi, I received this coupon in the mail about . . ." rather than looking for help like a deer in headlights. It gives customers direction and generates a more personal experience because they will be driven to interact with your employees!
The point is with direct mail your customers or prospective customers receive something tangible, that leaves a longer impression and a more personal connection. So take advantage and connect with your customers using direct mail through Synergy!
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By: Will Pearlman
