Breaking Through the Noise
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. 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).