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Direct Mail - Breaking Through The Noise
Posted By: Andy Sampogna
July 12, 2025
Thank you Andy for sharing this. I could not agree more wholeheartedly about the impact, memorability , and emotion which can be attached to Direct Mail. There will always be some dubious missives which make it to my mailbox which will make it to my BlueBox in short order. But in the majority, I like receiving Direct Mail efforts, especially if it's educational and informative. For many senders, the objective is to make a sale and that's great. Some of them do wonderfully well in that regard. Many are still learning that it takes time and frequency and trust to build the relationship to make we want to open up the wallet. But those who are persistent, consistent, persuasive in looking to the long term value of a client will do exceedingly well, I believe, with a well written, well targeted Direct Mail campaign. The nature of my work has seen me use newspapers, magazines, radio, outdoor posters, interior and exterior bus cards, national and local television, on-line big boxes, skyscrapers, direct mail, inserts, transit shelters, subway station dominations for a litany of advertisers. They have all worked, to varying degrees and raising awareness and stimulating trial/sales. But Direct Mail delivers a personalisation, customer engagement like few others can. These new and traditional media all have their place and all fight for as much a share of eyeballs and spending as possible. Direct Mail very often is targeted to your audience's head but hits their heart instead. Keep mailing. It helps drives sales, and that keeps the lights on for everybody. Thanks for sharing Andy. Dennis Kelly
July 13, 2025 | Dennis Kelly
The average person's 8-second attention span is shorter than a gold fish's - it's noisy out there, and every brand vying for consumer attention knows it.
The amount of content consumers see every day is overwhelming. The only way brands can break through this noise is to differentiate. In this quest for differentiation, does the type of advertising channel affect how your message is received? Or remembered?
Breaking Through the Noise, a new whitepaper, answers that question with fresh discoveries that marketers can use to improve campaign responses and consumer relationships.
4 take-aways for marketers
The ethnographic study into physical mail's visibility, longevity and impact in relation to digital mail shows that this channel helps your brand to:
Where do you keep yours?
The study, led by user experience expert Arnie Guha, Ph.D., focused on attitudes and responses to direct mail. One discovery was how long consumers are prone to keep some types of mail in their homes:
Discover more about how direct mail can drive your business.