We’re not tracking yeti through the wilds of Bailey, Colorado. Prepare yourself though because we are going to discuss large, indelible footprints. According to a team of neuroscientists at Millward Brown and the Centre for Experimental Consumer Psychology at Bangor University, “the tangible aspect of direct mail leaves ‘a deeper footprint” in our brains than electronic mail primarily because “it involves more emotional processing, which is important for memory and brand associations.” In short, direct mail works because it makes us feel. Mining this article by datatargetingsolutions.com reveals other direct mail jewels as well. General direct mail response in 2018 was 4.9 percent, higher than in previous years. That number rose to 9 percent for campaigns sent to curated, in-house lists. Other surprises: Letter-sized envelopes still get the best response-rate, most marketers spend just under $50 per response when mailing to a prospect list and a whopping 76 percent of consumers trust direct mail when they want to make a purchase. Find out more.