The draw of physical mail
16 June 2020
In an age where digitalisation is growing rapidly, and accelerating the last few months due to the pandemic, it's interesting to know that the pull of physical mail is still enticing. In fact, during lockdown, one eight year old, living in Northumberland said with excitement: "My friends and I communicate by letters - I got sent two!"
This month, Royal Mail MarketReach - an entity designed to support business growth using mail - published 'Physically Irresistible' - packed full of the power and magic of mail. Every page is different and showcases mail’s many possibilities and opportunities. Rather ironically it is currently an ebook, although the full hard-copy will be published later this year!
The Behavioural Architects contributed to the book, noting the importance of sensory experiences - touch, smell, sound, taste - as well as sight, in creating a real-world connection with consumers. "The more senses you can evoke, the more powerful the subconscious behavioural impact." says Crawford Hollingworth, Founder.
Click here to download the ebook.
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The Behavioural Architects did a great job of understanding our needs in this multinational project. They used a behavioural-led methodology to deliver clear and actionable outputRuchika Khattar, Global Marketing Innovation Manager, PepsiCo
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