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Direct mail campaigns vs short attention spans

Eight seconds. According to a study of 2000 people in Canada that is the attention span of the average person today.

While we may agree or disagree, it doesn’t change the fact that those of us who deal with marketing, mail, advertising, or any sort of customer interaction are up against this limited attention span.

So how do we deal with this if our company runs direct mail campaigns?

Let’s face facts… #junkmail. If we are going to compete in the direct mail arena, then we need to do three things.

Grab their attention

A white A5 card with a Buy Now sticker on it simply isn’t going to survive in the cut-throat mail advertising industry. Lumpy mail has a near 100% open rate. So you have to get creative and make sure that your audience is excited about what they may find inside. Product samples, a small gift, or anything that will encourage your client to actually open the mail in the first instance is a winner.

Send something useful

If your mail campaign is all about branding or product awareness then you need to make sure that the item you send is going to have legs, and stick around in the house. Something useful like a calendar, a fridge magnet, a branded note pad – or even a pen – are likely to be used. This allows your brand to hang around a bit.

Make it personal

If you invest time into fully understanding your audience, then you are more likely to send them something relevant. Something personal. Nothing screams “junk mail” like hitting the wrong target audience. Incontinence pads…? Really?

If you are entering the fray and working on direct mail campaigns to your customers, then remember, you have 8 seconds. How will you use yours?

Mailmech have all the tools for creating quality mail campaigns. Chat to one of our team or visit us at

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