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Uploaded byFrancois Cormier
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Smartmail Marketing Infographic

Direct mail is more effective than digital media at driving customer action and engagement according to research. 64% of people who receive direct mail will visit a website, 54% will engage on social media, and 43% will order a product online in response. Direct mail elicits a 20% higher motivational response and requires 21% less mental effort to process than digital media. People are also more likely to share direct mail promotions with others compared to email or social media ads. The tangible qualities of direct mail help increase effectiveness at engaging customers and driving action.

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TURN AWARENESS INTO ACTION IN RESPONSE TO DIRECT MAIL: VISITED A WEBSITE 64% ENGAGED IN SOCIAL MEDIA 54% ORDERED A PRODUCT ONLINE 43% THE RESEARCH BEHIND THE SCIENCE OF ACTIVATION TM Canada Post Smartmail Marketing™ combines the elements of physicality, data and connectivity to drive action. Here we take a look at just a few of the findings that support this approach. Ethnographic research revealed how mail gets into hands and into homes. Then neuromarketing research took it further for an inside look at how the brain reacts to this tangible medium. *Effectiveness based on motivation-to-cognitive load ratio, as explained in A Bias for Action, 2015. COMPARING EFFECTIVENESS* As you add physical elements, your direct mail piece becomes more effective at engaging the brain. Postcard 0.90 Envelope 1.40 Dimensional mailer 1.46 Envelope with scent 1.75 Make the most of geotargeting to connect with customers close to you. 47% VISITED A STORE IN REACTION TO DIRECT MAIL. 66% KEEP MAIL THEY CONSIDER USEFUL Use demographics and psychographics to find people who are interested in your product. Let your customers know you truly appreciate their business. IT’S EASIER TO UNDERSTAND REACH THE RIGHT PEOPLE SHOW APPRECIATION CREATE A LOCAL SENSATION THETANGIBLE ELEMENTS OF DIRECT MAIL CAN INCREASEYOURABILITYTO DRIVEACTION. TAP INTO INFORMATIONABOUTYOUR CUSTOMERSTO INCREASEYOUR EFFECTIVENESS. 21% LESS mental effort is required to process direct mail than digital media. 57%FEEL MORE VALUEDWHEN BRANDS CONTACTTHEMTHROUGH MAIL. USE DIRECT MAILAS PART OFYOUR MARKETING MIXTOAMPLIFYYOUR IMPACT. SHARING ISN’T JUST FOR ONLINE 26% have shared an email ad 22% have shared a social media promotion 32% have shared a direct mail ad TM Trademarks of Canada Post Corporation.The Envelope and Circle design is a trademark of Canada Post Corporation. Sources: Complete studies of Breaking Through the Noise, 2015 and A Bias for Action, 2015, are available for download at canadapost.ca/smartmailmarketing. 20% HIGHER motivation response to direct mail than digital media. IT’S MORE PERSUASIVE SMARTMAIL MARKETING™ It’s a more intelligent approach to direct mail that gets a brand directly into a customer’s hands. Start putting The Science of Activation to work for your brand at canadapost.ca/smartmailmarketing. DIRECT MAIL DIGITAL MEDIA