OTTAWA— Canada Post conducted a research study on brain imaging and eye-tracking technology were used to “see” into the brains of people interacting with physical (direct mail) and digital (email, display) advertising media. The resulting whitepaper , A Bias for Action, explains the four key findings: 1) Direct mail is easier to understand and more memorable than digital media. It takes 21 per cent less thought to process,and creates much higher brand recall . 2) Direct mail is far more persuasive than digital media. Its motivation response is 20 per cent higher — and even better if it appeals to senses beyond touch, such as smell and hearing. 3) Direct mail gets the message across faster. Our brains process it quicker than digital media. An important difference in an era when goldfish have longer attention spans than the average human. 4)  Direct mail is more likely to drive consumers to act on your message than digital media.