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Direct Mail Research

We know direct mail works, but here's why and how

Welcome to our curated resource center, where we bring together the interesting research and case studies on the benefits of direct mail.

Source: Canada Post

Direct mail beats digital advertising in driving consumers to act

Largest study of its kind examines the impact of print and digital campaigns on customer motivation

Key insights:

Groundbreaking neuromarketing study shows that direct mail continues to play an important role in the marketing mix, stimulating 70% higher brand recall and driving consumers to act.
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Title: Direct mail beats digital advertising in driving consumers to act: neuromarketing study

Largest study of its kind examines the impact of print and digital campaigns on customer motivation

Author(s): Canada Post

Published: Aug. 15, 2015

Source: Canada Post

Enhance the effectiveness of your campaigns by reaching your potential customers at home

Use direct mail to make a deep impact

Key insights:

This research looked at integrated campaigns and found that combining direct mail with digital advertising produces a synergistic effect. Consumers paid 39% more attention (time spent) to campaigns that mixed direct mail with digital channels compared to digital-only campaigns, and brand recall was 40% higher when a physical mail piece followed up an email touchpoint. In essence, the tactile mailer amplified the impact of digital messaging.
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Title: Enhance the effectiveness of your campaigns by reaching your potential customers at home

The research revealed that campaigns that integrate direct mail with digital make a strong impact. This is because direct mail is persuasive, easy to understand, is visually processed quickly, and drives consumer behaviour.

Author(s): Canada Post

Published: July 30, 2015

Source: Canada Post

Appetite for attribution

Grocer’s hunger for direct mail grows

Key insights:

The analysis showed a dramatically higher response rate in neighbourhoods that received a direct mail piece over areas that did not – two to three times more sign-ups than what the company was initially attributing to this channel. "That was an amazing learning for us as it built confidence in what we knew instinctively. Knowing the exact magnitude of direct mail’s impact, it confirms our further investment in that channel going forward. This analysis has definitely given us more appetite for direct mail." -Marc-Alain Guilbert, former VP of Growth Marketing and Customer Experience.
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Title: Appetite for attribution: Grocer’s hunger for direct mail grows

Founded in 2014, Goodfood Market is a Montreal-based online meal kit and grocery company. It is among the biggest subscription delivery services in Canada with more than one million meals delivered each month.

Author(s): Canada Post

Published: July 1, 2015

Source: Canada Post

Breaking Through The Noise

How direct mail combines the intimacy of ritual, the impact of physicality and the power of data-driven relevance to send a signal that resonates.

Key insights:

Through this study, and reinforced by a series of additional Canadian consumer surveys and global research into the topic, they found that by combining the intimacy of ritual, the impact of physicality and the power of data-driven relevance, direct mail can mean the difference between contributing to the noise and breaking through it. It helps brands stand out (consumers are far more likely to notice, open and read it); trigger emotional responses (consumers tend to experience it in a mindset that makes them more open to inspiration from brands); generate a lasting effect (consumers often keep it, display it in highly visible areas of the home and share it with others); and, perhaps most importantly, influence consumer behaviour (consumers are more likely to action it than digital advertising).
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Title:

How direct mail combines the intimacy of ritual, the impact of physicality and the power of data-driven relevance to send a signal that resonates.

Author(s): Canada Post

Published: June 30, 2015