Sensory marketing in direct mail: the power of sight and touch

Between overflowing inboxes, oversaturated ads and a continuous stream of online content, brands are fighting for the attention of their customers. As a result, brands are looking for unique marketing strategies to create deeper engagement with audiences. And sensory marketing offers just that.

Why sensory marketing is on the rise

Amid this digital fatigue, marketers are looking for unique ways to engage meaningfully and build genuine connections with their audience. Sensory marketing, specifically through direct mail, can be an exciting option for campaigns that you want to have a real impact and leave a lasting impression.

Research shows that marketing that creates sensory experiences – through stimulating sight, touch or other senses – is more likely to be remembered and acted upon. Unlike a fleeting digital ad, direct mail offers a physical, tactile experience, giving your brand a chance to stand out and connect on a deeper level.

What is sensory marketing?

Sensory marketing is the practice of engaging one or more of the five senses to influence how people perceive and respond to content. Sight and touch, in particular, can be used to create strong emotional bonds that encourage action.

Psychological research explains how sensory input is tied closely to memory, leading to greater emotional resonance and better recall. This is clear from our own lives: from McDonald’s nostalgic jingle to Coca Cola’s distinctive red and white branding.

While sensory marketing may be associated with in-store experiences, print and direct mail offer real-world sensory opportunities. At The Mailing People, direct mail is our specialty. Through thoughtful design and tactile formats, we work with our clients to bring sensory experiences into the hands of their audience.

How sight and touch strengthen direct mail campaigns

With direct mail and print advertising, sight and touch are the most common ways to engage with consumers through multi-sensory marketing.

Sight – visual impact that captures attention

Sight is the first sense that direct mail stimulates. A visually striking design using engaging colours, fonts and layouts shape the initial impression and help convey a brand’s identity. Opening mail is a unique, real-world experience that can be enhanced with distinctive layouts and print formats.

Personalisation is another key visual tool. Using variable data printing, you can change names, images or messages to make each piece feel unique. Even the outer envelope plays a vital role. Teasers, windows or printed logos can spark curiosity before the recipient opens the mailer, increasing the chances it will be read and not thrown in the bin.

Print works well to heighten your digital campaigns. In particular, consistency across print and digital helps reinforce recognition and supports engagement beyond the print campaign. Overall, a strong visual approach ensures your campaign catches your audience’s attention and gets them to engage further with your material.

Touch – the tactile power of print

The physical element of receiving and opening mail creates an interactive experience that can’t be replicated by digital campaigns. The feel and texture of quality paper convey care, craftsmanship and attention to detail. Especially when premium finishes are used, such as embossing, foil or spot varnish, direct mail can add a sense of prestige to your campaign.

Even the simple act of opening an envelope builds anticipation, creating an engaging moment for the receiver. These sensory cues help forge stronger emotional connections, enhance brand recall and support credibility, ultimately building trust.

At The Mailing People, we help our clients choose paper stocks, finishes and formats to create memorable, high-impact direct mail campaigns. By working with our team of experts, you benefit from creative and practical insight, ensuring your campaign is both cost-effective and efficient, without compromising on quality or delivery.

Additional sensory elements that some brands explore

Beyond sight and touch, some campaigns experiment with other sensory cues. Sound can be incorporated through audio chips in premium or novelty mailers for added surprise and interactivity. Scents can also be used through scratch-and-sniff panels or perfume inserts.

A few niche campaigns even include taste, offering food or drink samples. While these approaches can create memorable moments, they come at a higher cost and include logistical challenges. For most organisations, sight and touch remain the most practical and impactful elements to focus on. These senses alone provide plenty of scope to make direct mail more engaging and effective.

Why brands are investing in sensory strategies

As brands look for unique strategies for their campaigns, investing in personalised, multi-sensory marketing offers benefits such as:

Clear differentiation in saturated markets – When every competitor is pushing digital ads, a well-designed, tactile mailer stands out.
Sensory cues improve brand recall – Strengthening emotional bonds with customers helps campaigns to achieve more than just short-term attention.
Increasing relevance – With a wide range of sectors adopting these methods, from retail and hospitality to charities and education, experiential campaigns are being used more extensively as a means of emotional marketing.
Sensory experiences deliver measurable returns – When multiple senses are engaged, people are more likely to respond and have a positive, memorable experience.

Direct mail as a natural sensory marketing channel

Direct mail is an inherently sensory medium. Recipients pick it up, feel the weight and interact with the envelope and contents. Each decision you make – from paper quality to finishing choices – affects how your brand is perceived.

Envelope formats also contribute to a sensory brand experience. A peel-and-seal envelope creates a different impression from a machine-enclosed one, and can influence how the recipient approaches opening it.

Our integrated service makes this process straightforward. By managing in-house design, print, fulfilment and postage advice, we help our clients add sensory touches without worrying about multiple suppliers. As specialists in direct mail, we ensure creative formats are impactful yet cost-efficient.

The result is direct mail that delivers sensory impact, builds emotional connections and remains practical for your marketing budget. If you’re seeking to engage customers and stand out against the crowd, direct mail provides a sensory advantage.