Eliminating the Blackhole

Mail might not be the sexy newcomer, but it is a proven and consistent way to communicate. Its physical attributes make it more memorable than digital communications in many respects, and it’s what mailers often fall back on when other methods fail. For example, Postal Service research shows that 80% of credit card holders prefer hard-copy statements over emails because they like to keep paper copies for their records; 74% say having the paper statement reminds them the bill has to be paid.

Similarly, a recent study of neurological responses to hard-copy and digital communications showed that participants spent more time with physical material and were likely to remember it longer. Most importantly, physical material triggered stronger value and desirability responses than did digital material, suggesting a greater likelihood to invoke a desired action.