Direct mail beats digital advertising, claims Canada Post

Canada Post has claimed that a new neuromarketing study has demonstrated that “direct mail beats digital advertising in driving consumers to act”. Commissioned by Canada Post and conducted by neuromarketing specialist Diana Lucaci, the study used “research-grade technology” to measure the emotional responses of people interacting with digital and physical ad campaigns.

According to Canada Post, the “key findings” of the report included the conclusion that: “Direct mail is easy to understand and more memorable. Physical media requires 21% less effort to understand, and creates a 70 per cent higher brand recall.”

The study also concluded that direct mail is far more persuasive than digital media and “gets the message across faster”.

“Where a 2% to 5% positive difference in motivation between two stimuli is considered a predictive indicator that consumers are more likely to act, direct mail generates a 20% higher motivation score than digital,” said Canada Post. “This means it is factually better positioned to persuade. This dramatically exceeds the threshold researchers see as an indicator of future behavioural change.”

Click here to obtain a full copy of the report.