To see the effect of combining direct mail with digital advertising, Canada Post and Ipsos conducted a neuromarketing study that measured emotional response, for results that provided more predictive insights.
Overall, the study showed that integrated campaigns drove more attention, higher brand recall, and a stronger emotional response than digital campaigns alone.
Integrating DIRECT MAIL AND DIGITAL improved factors that can drive consumer action. In this study, we saw (vs. single media campaigns):
In this study, we saw that the SEQUENCE OF MEDIA had an effect on response. When we compared campaign results:
Source: Canada Post/Ipsos Connecting for Action, September 2016