Did you know that the sense of smell is linked to the systems in the brain that evoke emotions and memory more directly than any other sensory system combined? What does this mean for marketers? It means that we can use smell to influence emotion and purchase intent. This therefore increases purchasing. In 2023, the USPS is offering a 5% postage discount if you integrate scent into your mail piece so you can not only drive additional sales, but you can also save money on postage.
The purpose of this USPS promotion is to encourage sensory engagement with physical mail pieces. This is my favorite promotion that the USPS is running because you can only provide a tactile experience with direct mail. No other marketing channel can do this!
Interesting Scent Facts:
75% of the emotions we generate on a daily basis are affected by smell.
81% of consumers would choose a product they can smell and touch over one they can only see.
65% of consumers can remember a memory associated with scent after a period of one year.
90% of respondents indicate the scented advertisement stood out from the clutter
67% said that fragrance print advertisements were fun.
80% of consumers actually interacted with the fragrance sample.
more at: https://www.piworld.com/article/why-using-scent-can-save-you-5-percent-postage-2023/