Local Marketing Blog
Local Marketing Blog
Local Marketing Blog

Picture Superiority Effect: Let’s look at Direct Mail

Direct Mail

If your customers are anything like me, or you, their email inbox overflows with offers, reminders, or discounts from a variety of businesses. I open some of them and get great deals, give feedback, or remember to return to trusted companies to do more business. But, honestly, just as often I trash the emails without ever opening them. This is a problem for your marketing campaign.

A customer who sees and associates an image with your brand is 65% more likely to retain the information than someone who only saw text.

Image retention


“Based on research into the Picture Superiority Effect, when we read text alone, we are likely to remember only 10 percent of the information 3 days later. If that information is presented to us as text combined with a relevant image, we are likely to remember 65 percent of the information 3 days later.” – John Medina, Brain Rules, 2008

Remember, an email subject line has no image. You’ve probably spent time, and money, crafting your messages to your customers. You want them to remember you. If they don’t open the email, they won’t see the images, the offers, or form a connection with your brand.

What can we do, as service businesses, to get our customers to listen? Or see? Direct Mail. A recent Gallup survey found that 4 in 10 Americans look forward to checking their physical mail. Of course, different forms of mail evoke different reactions. It’s important that the mail is personal, beautiful, and engaging.

What does this mean? Use mail. Your customer will immediately see images and text to associate with your brand. They will remember you. And when it’s time to call a business again, your name will pop into their mind first. At the end of the day, it’s comforting to come home to the mail.

Stay tuned for more information on Direct Mail, and how it can help you delight customers and increase repeat business.


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