Direct mail rules ok

IN THE internet era, is direct mail still relevant? Research suggests yes. In collaboration with the Centre for Experimental   Consumer Psychology at Bangor University in Wales, Millward Brown conducted an experiment that used functional Magnetic Resonance Imaging (fMRI) to understand how the brain reacts to physical and virtual stimuli.

The fMRI highlights the brain regions most involved in processing written material.

This showed more emotional involvement when participants handled material printed on cards than when they viewed the same material online.

The research suggested that greater emotional processing is facilitated by physical material than by virtual, which should help to develop more positive brand associations. The real experience is also internalised, which means the materials have a more personal effect.

Source: Millward Brown