A Bias For Action

A Bias For Action

CMA is pleased to showcase, in partnership with Canada Post, the neuroscience behind the
response-driving power of direct mail.

In today’s hyper-digitized world, brands can reach and interact with consumers in more ways than ever. But when it comes to driving action, the end game of all marketing, are all channels created equal?

To find out, Canada Post partnered with leading neuromarketing research and strategy firm True Impact Marketing on a major study – the largest of its kind, in fact. It quantifies the relative effectiveness of physical (direct mail) and digital (email and display) advertising media by way of their impacts on the consumer’s brain. Their hypothesis? Direct mail is more action-oriented than digital media because its physical format stimulates the underlying mental processes that guide consumer behaviour.

The researchers focused on the two key indicators of media effectiveness – ease of understanding and persuasiveness – and examined the corresponding brain imaging metrics. Through these tests, direct mail proved the most effective advertising media. It outperformed digital channels consistently – and, in some cases, significantly. These findings suggest that while the digital space provides essential platforms for customer interaction, physical media is better suited to close the marketing-sales loop, or the gap between interaction and action.