How to Solve Banner Blindness with Programmatic Direct Mail

Direct mail can effectively counteract banner blindness, which is the phenomenon where users tend to
ignore or overlook digital banner ads due to their constant exposure to online advertising. In this section
of The Learning Wing, we will be discussing how programmatic direct mail can reduce the effects of
banner blindness, leading to higher conversion rates for your company.

First of all, Direct Mail has a physical presence meaning it provides a tangible and physical manifestation
in the recipient’s mailbox. Unlike digital banners that can easily be overlooked or dismissed, direct mail
occupies physical space and demands attention when it’s picked up and handled.

Interestingly, there is also a novelty factor. In the digital age, receiving personalised physical mail has
become a relatively uncommon experience, especially for certain demographics. There has been an
element of coming “full circle” with direct mail, when receiving marketing materials in the mail was seen
as “junk mail” and largely ignored to now, where a novelty factor can pique recipients’ curiosity, making
them more likely to engage with the direct mail piece.

Direct Mail also limits distractions. Unlike online platforms, direct mail doesn’t have the same level of
digital distractions, such as pop-ups, notifications, or competing ads. This focused environment allows
recipients to give more undivided attention to the content. This also ties into the idea of direct mail
being a Multi-sensory experience. Direct mail engages multiple senses, including sight and touch. This
multi-sensory experience can leave a deeper impression on recipients compared to digital banners that
only engage the visual sense.

Well-designed automated direct mail with eye-catching graphics and high-quality printing can capture the
recipient’s attention instantly. The lack of digital clutter and competition allows the design to stand out
and make a stronger impression. This also ties into the most important factor which is Personalisation.
Direct mail can be highly personalised using recipient data, such as name, location, or past purchase
behaviour. Personalisation increases relevancy, making the recipient more likely to engage with the
content. At Paperplanes, we use our proprietary technology to assess our customers’ shopping habits,
which our analysts collect and use to continuously improve our customer’s campaigns, leading to higher
conversion rates.

Something to note is that Data Driven Direct Mail naturally embodies an emotional impact. Direct mail
has the potential to evoke emotional responses more effectively than digital banners. Touching, holding,
and reading a physical piece can trigger emotional connections and create lasting memories.
Something that people tend to look-over is the idea that direct mail has a significantly longer exposure
time than digital marketing alternatives. While digital banners are fleeting, direct mail stays in the
recipient’s home or office until they decide to discard it. This longer exposure time increases the
likelihood of the message being seen and remembered.

One aspect that people tend to overlook when it comes to direct mail is that credibility and trust play a
massive part in the success of direct mail marketing campaigns. Direct mail is often perceived as more
credible and trustworthy than digital ads, which are often oversaturated with spam or phishing attempts.
A well-crafted direct mail piece can enhance your brand’s reputation.

A Call to action would be like a bow that ties the entire thing together. Direct mail can incorporate clear
and compelling calls to action (CTAs) that encourage recipients to take specific steps, such as visiting a
physical store or website. A well-defined CTA increases the likelihood of response.

The Bottom Line

By leveraging these advantages, direct mail can effectively break through banner blindness and provide a
unique and engaging way to reach and connect with your target audience. It complements digital
marketing efforts and offers an alternative channel to capture attention and drive results.