11 November 2020
Direct Mail & Email Marketing Study
OTTAWA—
Study on sequencing of direct mail
Study on sequencing of direct mail
 A study on  what effects does the sequencing of direct mail and digital 
advertising in integrated campaigns bring to bear on engagement? In a study that used  a combination of neurophysiological and survey techniques, Canada Post and Ipsos found:  Media format has a deep inuence on the way consumers engage with brands and advertising messages:Direct mail offers a personal, sensory experience that triggers consumer emotions and action
What order of advertising works
What order of advertising works
while maximizing attention and recall. In this study, it held participant attention for 118% longer and stimulated 29% higher brand recall than digital advertising. When opened, email enforces key marketing messages and encodes them into  memory. In this study, offer recall for email was on par with direct mail (57%),  39% higher than for display, and 27% higher than for pre-roll. 
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