Direct Mail Catalogs Are Not Dead!
by Sarah Izzo
What does the research say?
The studies keep piling up to reveal technology changes, but people remain the same—we are creatures of sensations and experiences. Screen displays, no matter the device and delivery, will never compare to the tactile experience of paper. Educators are rapidly concluding that children and adults focus better when reading is combined with our senses, especially touch.
What does this mean for direct mail? It’s not dead and neither are catalogs. Even the biggest online brands are turning out story-line catalogs to draw in buyers’ attentions or focus them on a targeted campaign.
Shocking to some, catalogs influence purchase decisions more than TV, websites or social media. People connect on a more personal level through stories we tell. They take action when inspired and still surprising to many it’s not a great deal that drives most. While branding still matters, presenting your products in story form helps engage the reader on emotional level to create not just a customer but a believer in your brand.
The tangible power of catalogs has not been replaced but has evolved as an integral part of an omni-channel campaign by connecting, inspiring and driving customers to targeted digital experiences.
No matter your budget, you too can reach new believers of your brand through the power of direct mail catalogs and we can help. Reach out to start the conversation and let us help tell your product/service story.
10 Reasons Why Catalogs Are a Marketing Powerhouse by USPS
Reason #1: Catalogs influence purchase decisions.
72% of people surveyed said that catalogs make them more interested in that retailer’s products, and 84% have purchased an item after seeing it in a catalog.
Reason #2: People engage with catalogs on a deeper level.
Research shows that the average length of time keeping catalogs is 20.3 days. And that 84% enjoy getting catalog from retailer(s) they previously shopped with.
Reason #3: Catalogs are a launching pad for multi-channel purchasing journeys.
Catalogs introduce new ideas. They create awareness and inspire consumers to buy through other channels. Research shows that catalogs are most successful when incorporated into an omni-channel marketing campaign to drive customers to e-commerce sites to optimize purchases.
Reason #4: Neuroscience research supports the value of physical catalogs as a complement to digital communications.[1]
To sum it up, science is now proving that direct mail such as catalogs deliver:[1]
Better recall over longer periods.
Stronger brand associations.
Deeper emotional connections.
Reason #5: Catalogs bridge the gap between physical and digital worlds.
When paper and pixels converge, amazing things can happen. Catalogs offer the perfect physical platform for integrating dynamic digital technologies such as augmented reality (AR), dynamic QR Code®, near field communication (NFC) and much more.
Reason #6: Catalogs evoke strong, positive emotions and associations.
Studies show that catalogs even help ease the anxiety around receiving bills.
Reason #7: Catalogs can leverage customer data to personalize experiences.
Showcase a distinct group of products to a target audience, such as golfers or cooks, who are more likely to purchase, which ultimately helps increase ROI. Segmenting also helps offset catalog production costs because they are going to customers who have shown interest in a particular product category.
Reason #8: Catalogs enable attribution and measurable results.
Telephone, mail and online orders as well as special promotions can all be tracked with codes, so you can attribute a sale to a specific catalog. Driving customers to a digital app from your catalog also provides instant trackability.
Reason #9: Catalogs deliver ease, convenience, and relaxation.
Catalogs are accessible anywhere, which allows the reader to browse at their own speed and on their own schedule with fewer distractions.
Reason #10: All generations say they like physical mail, especially millennials.
In a survey conducted by the USPS®, households reported a strong attachment to mail.[6]
81% take the time to look through mail each day.
67% prefer reviewing physical mail to receiving emails.
64% look forward to receiving mail each day.
