Research Summaries

This direct mail study considers the ability of gratitude messages (e.g. "We truly appreciate good customers like you") and obligation messages (e.g. "We count on you to recognize our hard work") to act as separate affective influences upon consumer purchase intent and attitudes. Findings: Gratitude messaging exerts a more positive influence than does obligation.

A neuroscience-based study strongly suggests that greater emotional processing and internalization is facilitated by the physical advertising material than by the digital ads. Physical materials have a more personal effect, and therefore should aid (purchase) motivation.

Results of a UK study that asks the question "Does the day that direct mail lands on consumers' doormats play a big part in its success?"

The 2009 Vertis Customer Focus study findings show consumers have become more even receptive to using direct mail to seek information and obtain the best value.

The DMNews/Pitney Bowes survey shows that targeted direct mail remains a key channel in reaching consumers and influencing their purchase decisions.

The immediacy of mail and the attention it receives by consumers gives a company's marketing message an opportunity to be noticed unlike any other media channel.

An academic paper summarizing the survey of retail store managers' attitudes towards the value, use, and future of printed promotional material (e.g., direct mail, catalogs, and in-store signage).

Media synergy is the ideal when planning advertising. This study shows that the most powerful combination is when direct mail is used in combination with national TV advertising.