Attention value is the extent to which a communication expression succeeds in capturing someone’s attention. To convey a message, it is a requirement that the viewer, listener, reader or passer-by consciously receives and absorbs it. A Direct Mail campaign always tries to make the attention value as high as possible. This starts from the moment the mail pack hits the doormat. Does the mailpack stand out enough to be opened?
The right choice of the shape of the mail pack, the material used, colours and texts on the outside greatly influence the attention value. This contributes to the opening of the mail pack. Once the mailpack is opened, the message in the mailing should also have a high attention value so that the recipient will respond to the mailing. Attention value is the extent to which a communication expression succeeds in capturing someone’s attention. To convey a message, it is a requirement that the viewer, listener, reader or passer-by consciously receives and absorbs it. A Direct Mail campaign always tries to make the attention value as high as possible. This starts from the moment the mail pack hits the doormat. Does the mailpack stand out enough to be opened?
The choice of certain texts, such as “limited edition”, and images increases the attention value. A high attention value supports the call-to-action.