The power of print: Why direct mail?
According to Canada Post's extensive 2015 neuromarketing research study:
- Direct mail is easier to understand and more memorable than digital media. It requires 21% less cognitive effort to process and elicits brand recall that is 70% higher than digital advertising.
- Direct mail is far more persuasive than digital media. Its motivation response is 20% higher – up to 33% higher for sensory direct mail pieces.
- Direct mail is visually processed quicker than digital media. When paired with higher motivation and lower cognitive effort, it gets the message across faster.
- Direct mail is more likely to drive behaviour than digital media. This was true for all age groups. *
Specialized direct mail expertise
As a Canada Post SmartMail Marketing Partner, Willow has in-depth knowledge, technical expertise, seasoned advice and unique tools for creating and executing successful direct mail campaigns. Ask us about our "OnTarget" software.
Save on postage with Willow
Let's face it, the factors that govern Canada Post's and USPS's pricing are extremely complex. Wading through huge volumes filled with rules and regulations to figure out the best size, shape and weight for a direct mail piece is challenging to say the least. Luckily, we've got your back! We know this stuff inside and out, and can help you save money on postage, which is the greatest single cost of any direct mail campaign.
Direct mail delivers results
The physicality of direct mail means it simply cannot be ignored. It makes an impact, and can increase the effectiveness of your digital and social marketing when used together. Looking to increase the effectiveness of your marketing? Direct mail delivers a 20% increase in motivation, 21% less cognitive effort and 70% higher brand recall!*
*Source: Canada Post / True Impact Marketing, Understanding the Impact of Physical Communications through Neuroscience