Direct marketing relies upon people responding to your message. Understanding consumer behavior is important to improve the effectiveness and conversions for your marketing campaign. Nancy Harhut recently spoke at NEDMA 2012 about these human behavioral triggers, and for the purpose of this article, we will focus on three of the 13 triggers:
1. People Respect Authority - How can you create "authority" in a direct marketing program? One way to design packages so that they appear serious and official. The size, quality of the paper, the weight of the envelope all contribute to the authority of the package. Dependent upon your vertical market, the packaging may vary. Even color evokes an emotional reaction. A pink envelope is received much differently than a white one. A black envelope with high quality paper and light colored ink will be perceived differently than a white business envelope with a clear cellophane address window. Pick your packaging to appeal to the audience and compliment the messaging.
2. Humans Are Curious - Make the marketing piece interesting. An unusual size or adding some bulk to the package to add dimension will intrigue the recipient. Create a reason to reason to stand out from the bulk. The design can create that curiosity as well. Receiving a beautiful envelope with colorful artistic design or using words to suggest that the message is important will assist in having the message break through the clutter.
3. Gatekeepers Make Deliberate Assumptions - When attempting to deliver through a gatekeeper, it's helpful to create the appearance of being valuable or important. If the item is customized or suggests that it was requested, this helps facilitate the process.
How can you use these human behavior triggers to your advantage? Have you received a direct mail piece or campaign that tickled your imagination?