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Engaging the Senses: The Marketing Magic of Multisensory Direct Mail

Updated: Jan 30

In the fast-paced digital age, where emails flood inboxes and online advertisements compete for attention, direct mail has proven to be a valuable performance marketing channel, delivering open rates and conversion rates superior to any of its digital alternatives. 

We are thrilled that the USPS is bringing back its Tactile, Sensory, & Interactive Direct Mail Promotion for 2024 – offering significant postage discounts on qualified direct mail campaigns that incorporate engaging multisensory elements. But postage savings are not the only reason to stimulate the senses in your direct mail package designs.

Blonde woman smiling while reading mail

By appealing to more than just the visual sense, your direct mail piece will create a deeper and more memorable connection with your audience. Read on for 6 ways you can drive results with multisensory direct mail...

1. Enhanced Engagement: Beyond the Visual Realm

While visuals play a crucial role in marketing, when your direct mail piece engages multiple senses, the overall impact of your message is elevated. Creating a more immersive experience will capture attention and extend the length and quality of the time the consumer spends interacting with the mail piece. This heightened engagement increases the likelihood that the message will be remembered and positively associated with your brand.

2. Memorability: Making a Lasting Impression

Multisensory experiences are more likely than purely visual stimuli to be stored in long-term memory. This increased memorability is especially valuable in a crowded marketplace where businesses are vying for consumer attention.

3. Emotional Connection: Building Brand Affinity

Sensory experiences have a powerful impact on emotions. By incorporating tactile elements, such as textured paper or embossed surfaces, marketers can evoke positive emotions associated with touch. Likewise, scents can trigger memories and emotions, creating a more profound connection between the consumer and the brand. These emotional connections foster brand loyalty and increase the likelihood of conversion.

4. Differentiation: Standing Out in the Mailbox

In a world saturated with digital marketing, direct mail provides a tangible and unique way to reach consumers. Adding multisensory elements to a mail piece sets it apart from the typical stack of bills and flyers. Recipients are more likely to open and engage with mail that offers a multisensory experience, giving marketers a distinct advantage in grabbing attention and making an impact.

5. Interactive Storytelling: Conveying a Compelling Narrative

Multisensory marketing allows brands to tell a more comprehensive and engaging story. Whether it's the rustle of quality paper, the texture of a fabric sample, or the fragrance of a scented insert, each element contributes to the narrative. This storytelling approach helps convey brand values, product benefits, and overall messaging in a way that resonates with consumers on a deeper level.

6. Measurable Impact: Enhancing ROI

In the end, the success of your marketing campaigns is measured by their return on investment. Multisensory direct mail has been shown to improve response rates and drive higher ROI compared to traditional mail campaigns. The increased engagement, memorability, and emotional connection translate into tangible results, making the investment in multisensory elements a strategic and worthwhile decision for marketers.

All this, and a USPS postage discount to incentivize experimentation!

So what are you waiting for? The inclusion of multisensory items in direct mail is a powerful and innovative way to elevate marketing campaigns. By engaging multiple senses, marketers can enhance engagement, create lasting impressions, build emotional connections, differentiate their brand, tell compelling stories, and ultimately achieve a measurable impact on ROI.

The application period for the 2024 USPS Tactile, Sensory & Interactive Promotion is open, and the program will run through the end of July, 2024. As the marketing landscape continues to evolve, embracing multisensory experiences in direct mail may be a game-changer for brands looking to leave a lasting and positive impression on their target audience.

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