Connecting with Customers

Direct Marketing

BIG OR SMALL, EVERY BUSINESS HAS THE SAME PROBLEM. HOW DO YOU MOST EFFECTIVELY REACH YOUR CUSTOMERS, OR BETTER YET, PEOPLE WHO MAY BECOME YOUR CUSTOMERS?

Many types of advertising media claim to get results, but not many can prove it. Canada Post’s business customers know that direct mail works – it’s a measurable way of building business that offers a proven response rate. In 2007, Canada Post improved its direct mail products and began making the case for them more effectively. The Direct Marketing line of business is growing, because it offers the direct edge our business customers need in a competitive marketplace.

That’s what many discovered last year, through Canada Post’s efforts to educate the market. Seminars for small and medium-sized businesses and direct marketing advisors for large enterprises demonstrated just how well our Admail products work, in small- or large-scale mailings, on their own or in combination with other advertising media. Case studies and testimonials were compiled as well to offer real-life examples of success achieved through the mail. Meanwhile, we continued to improve our product line and make direct mail easier to use. Today, customers can plan and execute an Admail campaign online. A simplified website offers easier access to Unaddressed Admail™ service, and items can now be mailed in a wider range of sizes. Improved targeting tools help customers reach the people who want to receive their advertising message.

Our Admail products are now simpler, more flexible and more powerful, so they offer more value for customers. We’re delivering the message – our research shows that customer perception of direct mail has improved, and that most perceive it as an effective direct marketing medium. In 2007, Canada Post saw increases in volumes and revenues for both Addressed Admail™ and Unaddressed Admail services.

The direct marketing business in Canada is booming, but unlike other media, direct mail is unique – it offers access to every household in Canada. By investing in ongoing improvements to our direct mail products, Canada Post aims to increase its share of this fast-growing market, and help more and more customers build their business through the mail.