Overcoming Consumer Fatigue with Handwritten Direct Mail

The internet has truly revolutionized how we buy and sell things—anyone can buy practically anything with just a few clicks—but the convenience of online shopping has also created unintended hurdles: decision fatigue and marketing fatigue.

Too Many Choices: Decision Fatigue

In the pre-internet era, consumers were usually limited to whatever was available in local stores. They might order from a catalog or occasionally make a special trip to a larger shopping center, but there were fewer brands and products to choose from. Now, a quick internet search will bring up hundreds of similar items from dozens of retailers, and it’s often hard to even tell the difference between the products.

Decision fatigue happens when customers quite literally have too many choices. Looking through endless rows of very similar online listings is overwhelming, and customers frequently give up or hurriedly pick the first product because it’s simply too hard to choose.

Too Many Ads: Marketing Fatigue

Most retailers also rely on digital ads to market their products, and marketing fatigue is a consequence of seeing too many ads. Consumers learn to just ignore ads and keep scrolling, because they’re tired of being bombarded by ads for products they don’t need or care about.

So how can marketing professionals combat decision and marketing fatigue? By creating a simplified and memorable brand experience with direct mail.

The Power of Handwritten Mail

Personalized, handwritten direct mail is a great way to stand out in a saturated marketplace. A handwritten mail piece is always memorable—most of us rarely receive handwritten mail anymore, and hand addressed mail always gets opened. The customer isn’t overwhelmed by a screen with dozens of ads. Marketing fatigue is no longer an issue, and they can take as long as they want to read about your product or service.

Handwritten mail even gets a dramatic response from younger audiences. Even though most people under 30 spend a lot of time online, a targeted mail piece with custom handwriting makes an impact because it’s different and unique. By creating direct mail pieces with a clean and modern aesthetic, you can connect with customers of all ages or appeal to luxury buyers.

There’s also a lot of customers who just aren’t very internet savvy, and marketing fatigue hits them the hardest. If you’re already struggling to use the internet, then having to scroll past a never-ending stream of ads is only going to make you more frustrated. Direct mail is a medium that’s accessible to everyone, and there’s nothing the consumer needs to do to access the information.

A Better Way to Market Your Business

Direct mail gives you the freedom of space to market your brand, without being confined to search listings or a small product listing box. You’re able to highlight multiple items or compare service plans in a way that makes it easy for consumers to see the difference. Because you’ve laid out the choices in a clear format, a potential customer isn’t going to become overwhelmed by choices or give up due to decision fatigue.

A handwritten direct mail campaign also gives you the opportunity to personalize your marketing piece for certain demographics or even individual customers, something that simply isn’t possible with internet ads. Sending letters and notes that address a customer by name is a powerful marketing tool, and people want to engage with brands that take the time to provide personalized service.

Digital advertising certainly isn’t going anywhere, but if you aren’t seeing the response you want from online ads, then it’s time to consider personalized direct mail. You’ll be connecting directly with potential customers, without the distractions and clutter of the internet environment. Want to learn more? Check out Think Ink’s industry-leading direct mail solutions.