To understand how direct mail can help them break through this noise, Canada Post
commissioned a major ethnographic study that explored how it factors into the lives
of today’s consumers and thereby influences the purchase journey.
Through this study, and reinforced by a series of additional Canadian consumer
surveys and global research into the topic, they found that by combining the intimacy
of ritual, the impact of physicality and the power of data-driven relevance, direct mail
can mean the difference between contributing to the noise and breaking through
- It helps brands stand out (consumers are far more likely to notice, open and
read it); trigger emotional responses (consumers tend to experience it in a mindset
that makes them more open to inspiration from brands); generate a lasting effect
(consumers often keep it, display it in highly visible areas of the home and share
it with others); and, perhaps most importantly, influence consumer behaviour
(consumers are more likely to action it than digital advertising).
In 2000, it was 12 seconds. To put this in context, the average attention span of a
goldfish is 9 seconds.1
So, what’s compressing consumer attention? Content overload, and the constant
noise that comes with it.
The volume of content that consumers are exposed to, and the pace at which they’re
consuming it, has never been greater. In fact, 90% of the world’s data has been
generated in the last two years alone.2
The only way for brands to break through this noise is to differentiate. This means
they need to know (really know) their customers, and serve them experiences that
are unique, personally relevant, meaningful and memorable.
In the quest for differentiation, can the channel in which a message is delivered mean
the difference between adding to the noise and rising above it? Canada Post wanted
to find out. So they partnered with leading market research consultancy Phase 5 on
a two-part, Canada-wide ethnographic research project that explored how physical
and digital mail factor into the lives of consumers – and how the visibility, longevity
and overall impact of each channel compares to one another.
Through this paper, Canada Post details the findings of this research – as well as a
series of additional Canadian consumer surveys and global research into the topic –
and explores their implications for customer relationships, brand value and sales.
ethnographic study commissioned by Canada Post and conducted by market research
consultancy Phase 5.
This foundational study inspired an in-depth review of related secondary research
focused on consumer attitudes towards and responses to direct mail – including,
but not limited to, various Canada Post-commissioned consumer surveys, Canadian
consumer insights from independent market research companies, and direct mail
studies from postal agencies around the globe. Qualitative and quantitative findings
from this body of research are referenced throughout this paper.
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Canada Post has written a lot of information on this and is a great source for your direct mail marketing. At Welch & Quest we have the printing a mailing capabilities to make all of this happen with ease.