In an era dominated by online video conferences, streaming services, and digital marketing, every scroll, click, and tap inundates us with a deluge of digital content. This dramatic shift in human behavior over the last decade, has become a challenge for marketers trying to effectively reach their target audiences. Fortunately, tactile marketing has emerged, yet again, as a beneficial channel to break through the noise.


Drivers for Tactile Marketing Advertising Success

The proof continues to be in the pudding. According to the Direct Mail Advertising Global Market Report, the average response rate of direct mail is 2.7% to 4.4%, while email sits at 0.6%. The average open rate varies between 57.5% to 85% — a far cry from online newsletters, web banners, and other digital marketing mediums brands are using.

Digital marketing fatigue, characterized by an overwhelming sense of inundation and disengagement from digital advertisements, has become increasingly difficult for marketers to manage. A relentless bombardment of online ads, emails, and social promotions has led to a phenomenon where consumers instinctively tune out digital content. This saturation has diminished the impact of digital campaigns, rendering them less effective in capturing and retaining consumer attention. One nonprofit organization recently told us that an email campaign received zero replies for their donation offer. Meanwhile direct mail / tactile marketing continues to perform well for fundraising efforts and other awareness driven campaigns.

Proven Formula Through Sensory Experience

One reason it remains effective is tactile marketing leverages physicality to create a sensory experience that resonates deeply with individuals. Whether it’s receiving a personalized handwritten note, a creatively designed postcard, or a thoughtfully curated gift package, printed marketing materials trigger a tactile response that digital mediums simply cannot replicate. Studies have shown that physical items leave a more profound imprint on the human psyche, leading to increased brand recall and affinity.

Tactile marketing offers a welcome departure from the ephemeral nature of digital content. While digital messages can easily get lost in the endless scroll of a news feed or buried in crowded inboxes, physical marketing materials occupy physical space, demanding attention and consideration. A well-crafted direct mail piece, for instance, invites recipients to pause, interact, and contemplate its message, fostering a deeper connection between the brand and the consumer.

Create Memorable Omnichannel Campaigns

Furthermore, tactile marketing is a powerful addition to omnichannel campaigns, as they are typically dominated by digital advertising efforts, largely due to a low cost per impression to serve ad units online. Savvy marketers, however, continue to add printed items to their omnichannel efforts as more of an “and” approach vs an “or” approach when selecting channels to incorporate.

Lastly, tactile marketing offers a unique opportunity for personalization and customization, allowing brands to tailor their messages to individual preferences and interests. By leveraging data analytics and segmentation strategies, marketers can create highly targeted experiences that resonate on a personal level, fostering a sense of exclusivity and relevance. Whether it’s incorporating personalized names, relevant imagery, or tailored offers, tactile marketing demonstrates a genuine understanding of the consumer’s needs and desires, ultimately driving engagement and conversion.

To sum up, tactile marketing serves as a powerful antidote to digital marketing fatigue by offering a tangible and immersive experience that cuts through online clutter. By engaging the senses, fostering emotional connections, and providing a welcome departure from the digital deluge, tactile marketing redefines the boundaries of consumer engagement and opens new avenues for creativity and innovation in marketing strategies.

Ready to incorporate tactile marketing into your next campaign? Contact us today at or (775) 786-2041.