A Bias for Action: The neuroscience behind the response-driving power of direct mail


Canada Post set out to understand whether direct mail still holds its own in today’s connected world.  This neuromarketing study validated Canada Post’s hypothesis that direct mail is more effective at driving consumer action than digital advertising.  The study found that direct mail is easier to understand and more memorable than digital media; is far more persuasive than digital media; is visually processed quicker than digital media; and is more likely to drive behaviour than digital media.

Source: Canada Post Corporation, July 31, 2015; Image: Dollar Photo Club