In our overly connected digital world, physical touch is more powerful than ever. The “return of touch” is all about a new appreciation for things we can hold in our hands.
Printed pieces with tactile embellishments deliver. Think of things like an embossed logo, a foil stamp, or a spot UV coating. These aren’t just for decoration; they create a deeper emotional connection and help people remember your brand.
The Emotional Impact of Touch
Psychological research shows that when people physically hold and feel an item, they remember it and form an emotional bond. A study by neuroscientists even found that touching something increases the brain’s activity in areas tied to memory. This makes the experience more meaningful and memorable.
Tactile Direct Mail’s High-Impact Advantage
While your inbox is cluttered with emails, direct mail stands out with its physical presence. People trust direct mail, and the numbers back it up:
- Higher Response Rates: Direct mail can have a response rate of 5-9% for prospect lists. Compare that to the less than 1% average for email marketing. (Data & Marketing Association (DMA))
- Greater Trust: Consumers trust physical mail more than email, especially when they’re learning about a new brand. (MarketingSherpa)
Adding tactile embellishments only amplifies these already impressive results.
Embellishments That Drive Engagement
Textures, raised surfaces, and metallic finishes on your direct mail pieces make the medium so effective. A glossy, spot UV coating or a raised, embossed logo invites people to touch and interact.
- Better Message Recall: Research shows that combining touch and sight improves message recall by up to 70% compared to just using visuals. (Nielsen)
- Higher Perceived Value: The feel and weight of a piece can make a recipient think it’s more valuable—even before they’ve opened it.
Strengthening Your Brand Bond
Printed materials that feel good to the touch are often kept longer. A piece with foil details or a linen finish is more likely to stay on someone’s desk or in their home. This enhancement turns the piece into a passive brand ambassador. People might even share these unique pieces with friends or on social media, creating organic buzz for your brand.
Crafting a Winning Tactile Direct Mail Strategy
To get the most out of your direct mail, be strategic with how you use touch:
- Choose the Right Materials: Embossing and debossing add dimension, soft-touch coatings create a luxurious feel, and foil accents convey elegance.
- Design with Purpose: Use tactile elements to guide the eye and draw attention to important information, not just to decorate. Make sure the embellishments match your brand’s personality.
- Know Your Audience: High-value customers and professionals especially appreciate high-quality, sensorial design. Even a small touch, like a textured envelope, can grab attention and make people curious.
Measuring Your Success
Track your results. Compare the response rate and conversions of your tactile campaigns to those without embellishments. You can use personalized URLs or QR codes to see how many people are visiting your website, or even run surveys to see if they remember your message.
In a world overloaded with screens and fleeting clicks, touch stands out. By using tactile elements in your direct mail, you’re not just sending a message; you’re creating an experience that builds emotional connection, improves memory, and conveys value in a way digital communication can’t.
