Compretention – A Key Factor in the Success of Direct Mail

posted by Dave Ward in Advertising Direct Mail Marketing.

Just what is “Compretention”?

Compretention is a combination of the two words comprehension and retention, or simply stated, to understand and remember.

The better people understand and remember your marketing message, the more likely they are to purchase from you, provided they have a need for your products or services, and feel that they are getting value for their money. Therefore, if we use a marketing medium that fosters better comprehension and retention, we are more likely to be successful with our marketing.

Enter Direct Mail . . .

As we have mentioned in previous posts, studies have shown that print fosters better comprehension and retention, and also drives better results, when compared to viewing exactly the same content in a digital environment. Given this, we can say that if there happened to be a scale to measure “compretention”, direct mail would score very high, indeed.

scale-icon-403Of course, the studies mentioned offer many reasons why print scores high on the Compretention Scale, but from a simple perspective, the tangible and portable nature of mail and being able to view it in a comfortable relaxed environment are apparent benefits. Plus, mail is readily shared and can be retained for things like in-store events etc.

So, the next time you are looking at different marketing media for upcoming campaigns, don’t forget to factor in the value of “compretention”. It can make a big difference in the overall success of your marketing programs!

For more direct marketing tips and ways to enhance your DM programs visit our Archive of Direct Marketing Tips


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