See how mail gets your brand into your customers’ hands – and into their homes.
Posted on April 06, 2016 by in Marketing solutions
When Canadians get mail that’s relevant to them, they welcome it into their home. From Millennials to Boomers, Canadians notice, open, read, keep, share and display direct mail. New research shows that mail lives on in the home and is shared – meaning that your message and brand are engaged with many times, for long-lasting impact.
Click on the red circles for new research on
how marketing mail lives on in the home
SHARED
71% OF CANADIANS SHARE DIRECT MAIL
Millennials are definitely the sharing generation, with 77% sharing the direct mail they read. But regardless of age, consumers are most likely to share catalogues, coupons and samples.
Source: Canada Post / Harris Decima, Direct Mail Engagement Omnibus, July 2015
KEPT
33% SAVE THE MAIL THEY READ
This number rises for recognized brands. 42% of consumers save mail they’d read from local businesses and 35% save mail they’d read from known national businesses.
Source : Canada Post / Harris Decima, Direct Mail Engagement Omnibus, July 2015
READ
67% OF CANADIANS READ DIRECT MAIL1
Catalogues are popular and help drive sales. 69% of Canadians read catalogues1 and 40% hold onto them for a month or longer2, keeping them on side tables, bedside stands, or other convenient places.
Sources: 1Canada Post / Harris Decima, Direct Mail Engagement Omnibus, July 2015 2CPC, Catalogue Shelf Life Omnibus, December 2014.
OPENED
85% OPEN MAIL THAT LOOKS INTERESTING
When you present an engaging, relevant message, your brand is more likely to get the attention of your customer. Interesting mail gets people to open it up for a closer look.
Source: Canada Post / TNS, “Consumers and Direct Mail,” CP 13-214, October 2013
NOTICED
74% ALWAYS OR SOMETIMES NOTICE ADVERTISING IN DIRECT MAIL
Because people pick up and sort their mail, they give it a level of attention that other mediums simply don’t get. You start right in your customer’s hand, and you’re brought through the front door.
Source: BrandSpark, “2015 BrandSpark Canadian Shopper Study”
DISPLAYED
81% OF CANADIANS DISPLAY DIRECT MAIL
From coupons on fridges to brochures on coffee tables, your brand stays around and stays visible in the home. Boomers do this particularly often, with 85% putting direct mail right in clear view.
Source: Canada Post / Harris Decima, Direct Mail Engagement Omnibus, July 2015
Through Canada Post Smartmail Marketing™, you can generate more measurable response for every dollar of your budget by combining the proven physical attributes of mail, the targeting capabilities of data, and the connective qualities of other media to create messages that drive action.
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READ MORE: Smartmail Marketing is a new approach to direct mail that increases the impact of your marketing.
