Research into the effect of printed DM vs digital

What is the effect of direct mail, both printed and digital, on the consumer? That is the question which all marketing professionals would like to have answered.
Recent research commissioned by Canada Post studied the consumer´s emotional reaction and motivation to direct mail. One of the conclusions is that tangible – printed – direct mail is more effective and more easily understood than digital direct mail. The message is easier to understand by consumers (21%) in printed matter. Printed matter also ensures up to 70% higher brand recognition.
Another important conclusion is the fact that motivation to buy increases significantly if scent or audio is added to the direct mail. The so-called sensory direct mail is said to score 30% better than digital mail.